Public Transport Victoria and GPY&R Melbourne have joined forces in a new campaign to encourage locals to use buses while enjoying the sights of Melbourne.
The campaign, titled ‘World of Melbourne by Bus’, showcases the destinations buses serve via a range of travel poster-style illustrations that bring to life the pockets of culture and identity that make Melbourne an attractive place to live.
The artwork has been specially commissioned for the campaign and was created by a range of Australian illustrators in conjunction with The Jacky Winter Group.
The campaign launches with 16 posters, and will continue in phases across a range of channels with localised targeting. GPY&R has also built a website to showcase the more than 700 bus routes in Melbourne.
Philip Askew, general manager at Public Transport Victoria, said: “Buses are the unsung heroes of Melbourne’s transport network. This campaign aims to challenge this by focusing on local areas, showcasing key destinations in a unique, visually-arresting style, while heroing the bus as the primary mode of transport.”
Kieran Moroney, senior art director at GPY&R, said: “Melbourne is a city of diverse destinations with a different cultural spirit around every corner. So, to encourage local travel by bus, we engaged seven Australian illustrators, creating a feeling of discovery through the style of a travel poster and the mediums of acrylic, watercolour and digital painting.”
The Gourmet Traveller team has uncovered the best restaurants around the country to bring you the finalists for the 2022 Gourmet Traveller Restaurant Awards in the October issue of Gourmet Traveller, on sale today. Due to ongoing restrictions, The Gourmet Traveller Restaurant Award winners will be announced via a virtual announcement on October 24, […]
Publicis’ Spark Foundry has been appointed to manage the media strategy, planning and buying responsibilities for Voyages Indigenous Tourism Australia, following a highly-competitive pitch. Owned by the Indigenous Land and Sea Corporation (ILSC), Voyages Indigenous Tourism Australia offers experience-based holidays in Australia’s most iconic wilderness locations, including Ayers Rock Resort in the Red Centre, Northern […]
A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]
Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]
Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]