Auckland Transport ‘Travel Myths’ awards

Auckland Transport have won a marketing award for a campaign debunking travel myths

Auckland Transport ‘Travel Myths’ awards
An example of the Auckland Transport campaign

An Auckland Transport has taken out a major prize at the TVNZ New Zealand Marketing Awards.

Auckland Transport’s ‘Travel Myths’ campaign won the Public Sector section of the awards, with the campaign to  promote reliable high frequency bus services in the central corridors of Mount Eden/Sandringham.

Pre-campaign research had shown a young, professional demographic in the area and the campaign was tailored to appeal to this market.

Travel Myths used pop-art inspired imagery in the style of Roy Lichtenstein and a dose of self-deprecating humour to debunk some popular misconceptions about public transport.

The campaign appeared on bus backs, at bus shelters, on street posters, online and through direct marketing.

Life-size caricatures of Rupert and Janet, who were the faces of the campaign, also featured as part of this year’s Auckland Comedy Festival.

A post-evaluation report found a 20 per cent rise in the perception that Auckland Transport was friendly, 28 per cent thought the campaign was effective and 32 per cent judged it to be innovative.

In the six months following the campaign passenger trips in the central corridor rose by 49,000.

"This was something of a breakout campaign for Auckland Transport demonstrating a bold creative approach along with a very strategically targeted media plan," says Auckland Transport General Manager Communications Wally Thomas.

The campaign was developed by Port Group.

Another Auckland Transport campaign ‘Driver Distraction’ was a finalist in the awards.

This campaign focussed on the dangers of drivers being distracted by others in the vehicle.

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