V/Line: Guilt Trips
Agency: McCann MelbourneBrand: V/LineAdvertiser:V/LineCountry: Australia
Objectives
V/Line is Victoria's regional train operator, connecting commuters from country Victoria to the hustle and bustle of Melbourne's centre, and vice versa. In recent years, V/Line has seen a dramatic shift in the dynamics of the Victorian marketplace.
A volatile mix of high metropolitan housing prices, ever increasing traffic delays in Melbourne's outer suburbs and a range of Government incentives have seen a surge in people migrating out of the city suburbs to Victorian country towns.
Although this has had a positive impact on...