The little engine that could (advertise)

These days advertising seems to encroach on almost everything, public transport especially. But apart from DDB’s Instant Kiwi campaign back in 2010, which saw scenes from the Sistine Chapel installed on the ceilings of buses throughout the city, there hasn’t been much by way of skyward advertising, particularly when it comes to trains. But while the practice may be common in places like the UK, Auckland trains is only just now getting its first dose courtesy of a campaign run by Fly Buys to promote its Star Deals initiative.

The campaign is the result of a collaborative effort between Clemenger BBDO, OMD and Ambient Advertising, who had already recently formed a partnership with Auckland Transport to advertise on the exterior of buses.

Loyalty New Zealand’s brand engagement manager Katherine O’Connor says after a creative session with all the agencies involved, the use of Auckland train ceilings seemed like a good fit for a campaign that focuses on what she describes as “pathway to purchase”.

“Adshels are great but trains are a new way to reach a different group of people. Transport is key.”

The Star Deals campaign is based on the premise that you can earn more points and thus “get your dream reward faster”. Funnily enough Auckland trains are renowned for sometimes getting you to your destination slower.

And because we know how much you love train-orientated news on a Friday, here’s a bit more for you, this time pertaining to Auckland waterfront’s newest development Wynyard Quarter. Stage one of the development, dubbed Auckland waterfront’s ‘cultural and social heart’, has been open for close to two weeks now and among the features of the $120 million development is a couple of restored trams. APN has confirmed it has secured advertising rights for the trams with Steinlager first off the block to secure a spot of advertising.

Restored at the Bendigo Tramway Museum in Victoria, both trams have been painted in the original 1950s Auckland tramway base colour.

As a transport mode trams were last seen on Auckland streets in 1956, something Steinlager is obviously referring to with its ‘Everyone loves a comeback’ ad.

“Steinlager saw the opportunity to align their current branding campaign ‘everyone loves a comeback’ with the new service and we rolled our sleeves up to help install their advertising skins in time for the launch on August 6,”  says APN Outdoor’s sales director Kent Harrison.

Each tram features advertising panels that stretch along both sides for the length of the roof, offering what APN describes as “a niche branding opportunity”.


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