During the first couple of years of COVID, Melbourne had to endure some of the harshest lockdowns in the world. The impact on the entire city was massive and reduced the patronage of the city’s iconic tram network, their transport lifeblood, to a trickle despite Yarra Trams running a full schedule of services.
So as restrictions lifted, the controlled “re-opening” process began, it was crucial for the public to resume their reliance and confidence in the network. Encouraging passengers to safely return was a key objective for Keolis Downer, the proud operator of Yarra Trams since 2009.
Late 2021, Yarra Trams and the Helsinki Agency began developing the first phase in their revitalisation advertising programme with the “Let’s Celebrate Being Melburnians Again” campaign, launching late February 2022. Designed to get tram users excited about reconnecting with all the things they missed and love about their city, trusting the dedicated Yarra Trams staff along with the safety and cleanliness of the trams themselves.
Using YouTube and Socials, this first video had over 1.56 million impressions and over 360,000 video views, with tram patronage increasing to 50 per cent of pre-COVID levels… but there was still some way to go.
Six months later and the next phase has just launched, to solidify the reinvigoration while acknowledging the changes in how we live and work. The “Let’s Tram Like Melburnians Again” campaign highlights the reliable and relaxed travel the tram network provides for going to work, attending sports, entertainment events and Melbourne’s celebrated nightlife.
In the first week, this has already hit nearly 100,000 impressions and 22,000 video views via the same channels.
Terese Scalise, Yarra Trams’ manager – brand and marketing, added: “We are all learning to live and work in a new environment and I’m proud that Keolis Downer is proving that it’s up to the challenge and providing Melbourne’s tram passengers with a clean, reliable, and convenient service to help them enjoy all Melbourne has to offer.”
Helsinki Agency creative director, Mike Bollen, is privileged to have the agency entrusted with such a vital project. “An intrinsic part of the great ‘Melbourne’ story are the trams. The way they connect the Melburnian lifestyle and culture is recognised globally. So, to play a part in reinstating their role after such a difficult time for every Victorian is something that we, as an agency and individually, are very proud to be associated with.”
CREDITS
Client: Keolis Downer (Yarra Trams)
Creative Agency: Helsinki Agency
Production: Filmtime
