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Thompson Spencer and Auckland Transport build hype for City Rail Link
Thompson Spencer's campaign for the City Rail Link is building hype from its out of home placements across the city.
Auckland Transport and independent agency Thompson Spencer have launched a campaign to build anticipation ahead of the City Rail Link opening in 2026.
The CRL is one of the most significant infrastructure builds in Auckland since the Auckland Harbour Bridge opened in 1959.
It will reshape rail travel across Tāmaki Makaurau with faster journeys, more trains and new world-class stations.
Compelling concepts
Thompson Spencer was initially briefed to create social-first supporting campaign elements. However, their concept proved so compelling it was elevated to lead the integrated campaign across out of home, social, digital and radio.
“Once we grasped the scale of this project, it became obvious the CRL isn’t just an infrastructure upgrade, it’s a giant time gift,” says Thompson Spencer creative director Matt Eastwood.
“People spend so much of their day commuting instead of actually living. The CRL flips that, so the idea for us became pretty simple: skip the mission and get straight to the moments you actually want to be in.”
The campaign shows a maximalist visual world that reflects the pace and energy of Auckland. Characters, locations and contextual placements show how the CRL helps people spend less time getting around and more time in the moments that matter.
Each placement is tied to real destinations on the new network.
Matching the momentum
Auckland Transport marketing manager Rena Murphy says: “The CRL is New Zealand’s largest transport infrastructure project, and an eagerly anticipated one at that. Thompson Spencer’s insight and creative work captured that understanding and matched the momentum, connecting with people in real contexts and translating network improvements into human moments.”
Thompson Spencer co-CEO Melanie Spencer adds: “What began as a brief for supporting video content grew to an above-the-line campaign once the insight landed and it was seen how naturally it could stretch.
“The work connects with people where they are and shows how the CRL will make their everyday movements easier and faster.”
The work is live on OOH, social, radio and digital. Once operational, the CRL will convert Britomart (Waitematā) from a terminus into a through station and introduce new and upgraded stations, significantly increasing capacity and reducing travel time for Aucklanders.
