The Australian Rail Track Corporation (ARTC) has launched a new campaign, ‘See Rail in a New Light’, to promote the advantages of a greatly improved rail freight capability.
Developed by Sydney based, em creative & digital, the campaign seeks to drive home the message that rail freight has significantly changed as a result of the multi-billion dollar upgrades that have been made over the last five years.
“Rail has a very positive story to tell” said Joe Cristaudo, managing director of em, “we needed to dispel some of the old perceptions of rail freight and get people to have a fresh look at it.”
Targeted at major freight owners and forwarders, the message focuses on the substantial improvements in the efficiency and reliability of rail, and encourages freight movers to reconsider rail by inviting them to ‘see rail in a new light’.
“Now is the right time to confidently champion rail as a reliable and effective solution for businesses serious about safety and responsibility. For a country as vast as Australia, rail just makes sense and we are passionate about seeing it play a more dominant role in the transport supply chain,” said Jane Lavender- Baker, executive general manager, corporate affairs, ARTC.
“We were looking for a creative concept with real cut-through, that didn’t rely on the age old clichés of rail, to get to our audience. em have hit the mark and we are excited about what the campaign offers. It is just another reflection of our drive to keep Australia moving and demonstrating the value of rail.”
The Campaign revolves around a 90 second video based on graphic animation that symbolises the reality of rail freight: efficient, reliable, cost effective, safe and environmentally friendly. It directs viewers to a specially created campaign website that reinforces the message and provides substantiation for the claims of improvement to rail infrastructure that have been made.
See the TVC here.
The campaign has been rolled out across a variety of media including specialist magazines, direct mail and digital advertising across Fairfax and MCN media. A 30 second version of the video has been created to air on Qantas inflight TV, Sky News, as well as pre-roll streaming.
Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]
The Independent Media Agencies of Australia (IMAA) has launched its first radio advertising campaign in partnership with ARN to promote the benefits of independent media agencies to businesses. The radio campaign will launch across the ARN network today, which includes the KIIS and Pure Gold networks. It aims to promote the IMAA and the benefits […]
A feature length documentary on the extraordinary racing career of Australia’s first Formula 1 champion, Sir Jack Brabham, co-produced by design, animation and visual effects house Heckler, will be available on Stan exclusively from this Friday – 7 August. Directed by Ákos Armont (Aurora Films) in association with Heckler, whose co-founder Will Alexander served as […]
Brand design agency ET Collective has announced Sutherland Shire Family Services as the 2020 winner of their new pro-bono initiative, WomenKind x ET. To celebrate 10 years in business, female-led brand agency ET Collective launched ‘WomenKind’, a pro-bono initiative designed to help Australian female entrepreneurs and/or businesses dedicated to helping women with their own brand. […]
Seven today announced Beat The Chasers, a primetime special event series that supercharges its hit game show The Chase with over $500,000 up for grabs. For the first time ever, the greatest quiz brains in Australia will try to beat four of The Chasers at once to have a chance at winning a massive cash […]
Amid the sadness of magazine closures, the challenges of COVID-19, and industry concern as companies merge or change hands, some magazines are thriving. NextMedia titles such as the much-loved frankie and ABC Gardening Australia magazine have been enjoying a surge in sales during this period of home isolation. Gardening Australia retail sales have been robust […]
In this guest post, MINT’s publicity director, Nathan McIlroy (pictured below), explores the new norm for Australian media and says Bauer’s/Mercury Capital’s recent mag closures should be viewed as an exciting opportunity for the brave… Last week’s announcement that new owners Mercury Capital were to permanently close eight of Bauer Media’s magazines sent shockwaves through […]
In a first for the Australian insurance market, Club Marine, Australia’s largest provider of boat and pleasure-craft insurance, has released a new series of videos to help explain insurance cover. With a few familiar Aussie personalities to help out, Club Marine is helping its members, as well as the broader boating community, to understand the […]