Following a competitive tender process and pitch, VMLY&R Brisbane has been awarded the Queensland Government’s public transit division account, TransLink.

VMLY&R will work with the TransLink team to develop strategies across, brand, digital, social, CX and creative communications as well as content generation, with a mandate to encourage Queenslanders to continue using its integrated public transport network.

Adam Kennedy, managing director, VMLY&R Brisbane said this was an important win for the Brisbane office that continues to reinforce the strength of the combined VMLY&R offering in the market.

Kennedy said: “Getting Queenslanders to choose TransLink in an environment where there are more and more alternatives is exactly the kind of behavioural challenge which we relish.

“We’re honoured to be partnering with TransLink to build their brand and drive reappraisal of Queensland’s public transport network. We can’t wait to get started.”

Damien Boorman, director of marketing and communications, TransLink Division said VMLY&R was coming on board at an exciting time with public transport use increasing on buses, trains and light rail last financial year.

Boorman said: “VMLY&R brought some impressive insights and strategies to the table that demonstrated a solid understanding of our business and customer needs.

“We’re in an exciting era of public transport with record public transport use in 2018-19 and some exciting projects in the pipeline, such as Smart Ticketing.

“We’re looking forward to working with a new team who can help us build on our recent achievements.”

Work begins immediately.