AUCKLAND, Today: Auckland Transport’s new campaign highlights the future benefits of the city’s major infrastructure projects, offering a fresh perspective on Tāmaki Makaurau’s transformation.
Auckland Transport is reshaping the city for future generations, connecting communities across the region.
TBWA\NZ has brought these changes to life with striking images that focus on the benefits like connectivity, reliability, and shorter journey times.
“The city belongs to all of us, so the work is about making Aucklanders excited about the benefits of a connected rail system,” says Shane Bradnick, Chief Creative Officer of TBWA\NZ.
“Visually showing Tāmaki Makaurau from a different perspective helps communicate the change that is coming.” – Anna Lawrence
Bradnick added, “We always see Auckland from the same few angles, usually with the Sky Tower or Harbour Bridge in view. It was great to capture Auckland from fresh perspectives, showing residents a more connected city.”
Auckland Transport, along with City Rail Link, KiwiRail, and other partners, is committed to enhancing mobility and future-proofing Tāmaki Makaurau’s rail system.
“Having a transformed rail system within the CBD will be game-changing for the city and how people move,” says Anna Lawrence, GM Brand and Marketing. “The campaign demonstrates the very real benefits alongside helping Auckland become a more modern, vibrant international city.”
“Visually showing Tāmaki Makaurau from a different perspective helps communicate the change that is coming,” Lawrence adds. “We’re excited to highlight the positive impact of the Rail Story by bringing Aucklanders closer together.”
The campaign will appear in OOH, press, and on social media.
CREDITS
Creative Agency: TBWA\New Zealand
Media: MBM
GM Brand and Marketing: Anna Lawrence
Head of Marketing: Penny Batten
Marketing Manager: Rob Pitney
AT Creative Director: Chris Swift
Photographer: Dan Max
Share this Post
