em launches new campaign for Australian Rail Track Corporation
The Australian Rail Track Corporation (ARTC) has launched a new campaign, “See Rail in a New Light”, to promote the advantages of a greatly improved rail freight capability.
Developed by em creative & digital, the campaign seeks to drive home the message that rail freight has significantly changed as a result of the multi-billion dollar upgrades that have been made over the last five years. “Rail has a very positive story to tell” said Joe Cristaudo, Managing Director of em, “we needed to dispel some of the old perceptions of rail freight and get people to have a fresh look at it”.
Targeted at major freight owners and forwarders, the message focuses on the substantial improvements in the efficiency and reliability of rail, and encourages freight movers to reconsider rail by inviting them to “see rail in a new light”.
“Now is the right time to confidently champion rail as a reliable and effective solution for businesses serious about safety and responsibility. For a country as vast as Australia, rail just makes sense and we are passionate about seeing it play a more dominant role in the transport supply chain,” said Jane Lavender-Baker, Executive General Manager, Corporate Affairs, ARTC.
“We were looking for a creative concept with real cut-through, that didn’t rely on the age old clichés of rail, to get to our audience. em have hit the mark and we are excited about what the campaign offers. It is just another reflection of our drive to keep Australia moving and demonstrating the value of rail.”
The campaign revolves around a 90 second video based on graphic animation that symbolises the reality of rail freight: efficient, reliable, cost effective, safe and environmentally friendly. It directs viewers to a specially created campaign website that reinforces the message and provides substantiation for the claims of improvement to rail infrastructure that have been made.
The campaign has been rolled out across a variety of media including specialist magazines, direct mail and digital advertising across Fairfax and MCN media. A 30 second version of the video has been created to air on Qantas inflight TV, Sky News, as well as pre-roll streaming.