V/Line: Guilt Trips

This case study describes a campaign by V/Line, a regional train operator in Victoria, Australia, which used an emotional message to increase its 'friends and family' sales segment.

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...

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