Metro Trains launches ‘The Uninformed Guide’ campaign for race-goers via McCann Melbourne

McCann Melbourne and Metro Trains have today published their guide to Spring Carnival train travel, for the once a year race-goer; The Uninformed Guide.

A satirical take on the usual tabloid style form-guide, The Uninformed Guide is one part advice for novice train-travelling race-goers and two parts uninformed commentary for the uninformed punter. Available to the public for Derby and Cup day, the guide will be promoted through social media, a website, metropolitan press and is available as a four-page insert in today’s MX and at station platforms on race days.

Says Chloe Alsop, marketing manager, Metro Trains: “We’re always looking for ways to improve the big event experience for our customers. The Uniformed Guide is designed to deliver some sensible advice in a tongue in cheek way, that keeps revelers smiling on their journey to the track.”

VIEW THE UNINFORMED GUIDE

Says John Mescall, executive creative director, McCann Melbourne: “I know nothing about horse racing, so this campaign really speaks to me. And I’m sure the tens of thousands of other people who try to become instant experts at this time of the year will also appreciate it.”

Executive Creative Director: John Mescall

Metro Trains Marketing Manager: Chloe Alsop