Public Transport Victoria says explore the ‘World of Melbourne by Bus’ via GPY&R, Melbourne

Public Transport Victoria and GPY&R Melbourne have joined forces in a new campaign the ‘World of Melbourne by Bus’ to encourage locals to use buses while enjoying the sights of Melbourne.

Buses trail behind other forms of public transport in both perception and usage. But thanks to improvements in coverage, frequency and passenger information, Melburnians who do give buses a try tend to be pleasantly surprised.

To help potential passengers overcome their misconceptions, the campaign showcases the destinations buses serve via a range of ‘travel poster’ style illustrations that bring to life the amazing pockets of culture and identity that make Melbourne such a vibrant and exciting place to live. The artwork has been specially commissioned for the campaign and was created by a range of Australian illustrators in conjunction with The Jacky Winter Group.

VIEW THE CAMPAIGN HUB

The campaign launches with 16 posters and will continue in phases across a range of channels with localised targeting and will also see a website built by GPY&R to showcase the more than 700 bus routes in Melbourne.

Says Philip Askew, general manager, Public Transport Victoria: “Buses are the unsung heroes of Melbourne’s transport network. This campaign aims to challenge this by focusing on local areas, show casing key destinations in a unique, visually-arresting style while heroing the bus as the primary mode of transport.”

Says Kieran Moroney, senior art director, GPY&R: “Melbourne is a city of diverse destinations with a different cultural spirit around every corner. So to encourage local travel by bus we engaged seven Australian illustrators, creating a feeling of discovery through the style of a travel poster and the mediums of acrylic, watercolour and digital painting.”

GPY&R Melbourne is part of WPP AUNZ, Australasia’s leading marketing content and communications group.

Public Transport Victoria

GPY&R Melbourne

Creative Director: Jake Barrow