Australian Rail Track Corporation (ARTC) has responsibility for the management of over 8,500 kilometres of interstate rail track.
em was engaged to develop a marketing campaign that would encourage freight movers to consider rail by inviting them to "see rail in a new light".
We used the ARTC brand values for inspiration to develop an abstract video that symbolised rail freight as efficient, reliable, cost effective, safe and sustainable. A purpose-built microsite was developed to reinforce the message, substantiate the claims and capture enquiries. Direct mail, with the video enclosed, was sent to a targeted list of supply chain professionals. Digital advertising across online news sites, print advertising in specialist magazines, pre-roll streaming and a 30 second TVC, complemented the roll out.
The campaign was targeted at major freight owners and forwarders.
Strategy / design / video and TVCs / direct marketing / print advertising / print management / mobile responsive web design and development / online advertising / banner design and development
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