Commuter train services in Melbourne have been affected by cancellations and delays over the summer, affected by heat-twisted rails, signal faults, air conditiong problems and vandalism. Bike Hub, a Pacific Brands bicycling outlet, worked with McCallum Advertising to suggest an alternative to frustrated commuters. A print advertisement was placed in MX, a free newspaper targeted at commuters, with a list of cancelled or delayed Connex services at Flinders St Station. “Ride a bike instead.”
The Bike Hub campaign was developed at McCallum Marketing, Melbourne, by copywriter/art director David Gullotti and integrated communications director Marettee Tuck.
via Campaign Brief