Understanding the network.
Auckland Transport have launched the next phase of their City Rail Link (CRL) campaign, progressing the conversation from understanding the network to imagining how Aucklanders will use it in everyday life in a campaign via Thompson Spencer.
"The creative evolution of the campaign is about helping people picture themselves using the CRL,” said Thompson Spencer creative director Matt Eastwood.
“Once people understand where the network goes, the natural next question becomes what does that mean for them. That's what this campaign answers. These are the journeys people will be taking, and want to be taking.”
The new phase of the campaign runs from June 22 across social media, video on demand (Facebook, Instagram, TikTok, YouTube, and TVNZ+), radio, and out-of-home.
Auckland Transport marketing manager Rena Murphy said the campaign is designed to make the benefits of the City Rail Link feel tangible and personal.
"The first phase helped people understand how the City Rail Link changes the network,” Murphy.
“This phase makes it vivid - naming the real places, the real journeys, and the real moments waiting on the other side of the trip.
“The campaign helps Aucklanders picture how the CRL will become a welcome part of everyday life, whether that means getting to and from work more easily, spending more time with friends, or heading to an event.”
Credits
Auckland Transport
- GM Marketing & Media Partnerships: Anna Lawrence
- Marketing Manager: Rena Murphy
- Marketing Specialist: Xaviar Rego
- Communications and Engagement: Joel Rowan
- Creative Director: Chris Swift
Thompson Spencer
- Business Director: Olivia Thompson
- Creative Director: Matt Eastwood
- Executive Producer: Carlene Managh
- Producer: Sophia Pauling
- Photography: Jono Ong
- DOP, Edit: Shayne Archer
MBM
- Business Director: Nureete Burnie
