V/Line: Guilt trips
McCann Melbourne
Entry Information
Country where program ran: AustraliaProgram start date: 05/27/13Program end date: 09/30/13Advertiser/Client Name: V / LineProduct/Service Description: V/Line is Victoria's regional train operator transporting the state's residents both within regional areas and to and from the city of Melbourne. In this case, the product we created "The Guilt Trip" was designed to take people from the city to the country, specifically to visit family and friends.Category: Travel & Hospitality/Transportation (THT)
Strategy
Business problem
Victoria is a state in transformation. A mix of high...