ARTC – see rail in a new light campaign launch

Australian Rail Track Corporation (ARTC) has responsibility for the management of over 8,500 kilometres of interstate rail track. They have initiated a company-wide transformation programme, including rebranding, to highlight the value of freight on rail and communicate the significant improvements in efficiency and reliability as a result of a multi-billion dollar upgrade over the last five years.

em was engaged to drive home the message and encourage freight movers to reconsider rail by inviting them to “see rail in a new light”. We used the brand values for inspiration to develop a futuristic, abstract representation to tell the compelling story, to create awareness, generate excitement, prompt engagement and to interrupt current thought.

Targeted at major freight owners and forwarders, the message had to be strong, confident, credible, trustworthy and consistent across all media. The multi-media campaign revolves around a 90 second video based on graphic animation, that symbolises the reality of efficient, reliable, cost effective, safe and sustainable rail freight.

A purpose-built microsite was developed to reinforce the message and provide substantiation for the claims, and to 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.

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