Auckland Transport shows city rail from a fresh perspective in new campaign via TBWA\NZ
A new campaign from Auckland Transport is bringing to life the future benefits of Auckland’s major infrastructure projects by showcasing the city from a fresh perspective in a new campaign via TBWA\NZ.
Auckland Transport is transforming Tāmaki Makaurau for generations and connecting our communities region wide.
Bringing this change to life through a series of striking images is TBWA\NZ with creative that talks to the benefits of these developments; including connectivity, reliability and journey times.
Says Shane Bradnick, chief creative officer, TBWA\NZ: “The city belongs to all of us, so the work is about making Aucklander’s excited about the benefits of a connected rail system.
“We always see Auckland from the same few angles, usually with the Sky Tower or Harbour Bridge in view. It was great to be able to capture Auckland from various fresh perspectives to emphasise how much more connected the city is becoming. We’re showing Auckland to its residents like they’ve never seen it before.”
Auckland Transport has been consistently dedicated to enhancing mobility across New Zealand’s largest region, demonstrating an unwavering commitment to progress. Together with City Rail Link, KiwiRail and other partners, the entities have all been working hard to help future-proof the rail system in Tāmaki Makaurau.
Says Anna Lawrence, GM brand and marketing, Auckland Transport: “Having a transformed rail system within the CBD will be game changing for the city and how people move. The campaign demonstrates the very real benefits alongside how this will help Auckland become a more modern, vibrant international city.
“Visually showing Tāmaki Makaurau from a different perspective helps communicate the change that is coming. We’re looking forward to shining a light on the positive impact the Rail Story will have on our local communities by bringing Aucklanders closer together.”
The campaign will be seen in OOH, press, and social.
Creative Agency: TBWA\New Zealand
Media: MBM
GM Brand and Marketing: Anna Lawrence
Head of Marketing: Penny Batten
Marketing Manager: Rob Pitney
AT Creative Director: Chris Swift
Photographer: Dan Max
21 Comments
So AT has a CD but hires an agency?
Love your work
Love a bit of integrated type.
What say you get it working before boasting about how great it is going to be.
Is it 2026 before it’s working at all?
It would help if AK Trains weren’t shut so so often on weekends as they are now always shut down long weekends . And hallo 3 weeks Closure Xmas time .. the number of times I have not gone to events and to enjoy the waterfront because of track closure is ridiculous…To have a world class service as they promote then they need to be able to run it as World Class for all not just for weekday Commuters Businesses in the city need us to support them on long weekends and over Xmas more than ever these days
Rail busses don’t cut it for many . If I catch Rail bus at Sylvia Park we don’t even have a covered Bus stop shelter..if raining it’s ridiculous
James
Always impressive boys.
I’m a regular train passenger and this makes me look forward to the years to come! Let’s go AT!
You’re right, an advertising blog is the best place to vent your public transport frustrations
Auckland Transport has a creative department full of ex-agency creatives who could knock this out over breakfast.
So, why am I, as a ratepayer, paying for an agency to do this? Isn’t this a double handle of a job that could have been cheaply done in-house?
If the final result was breathtaking, then fine. This isn’t.
Finally, refreshing smart work…
The new railway doesn’t open until at least 2026, if then. What is the point of an advertising campaign for something that is so far off? Wait until you have a firm opening date.
And meanwhile, address the issue James raises – not everyone can use rail during the week and it’s hard to get excited about something that is usually closed for the weekend, long weekend and over summer.
I thought Federation did the AT work?
Looks epic
Communicating the benefit of projects while they are getting built and disrupting the city seems a pretty straightforward strategy for a changing city. It’s good work.
Lovely stuff!
… stop spending rates and tax dollars on telling us things could be better and start spending it on making it better.
AT have three agencies: TBWA, Federation and Motion Sickness, plus an internal creative dept of 10 called Creative@AT. Most of the rail disruption over the last couple of years has been for work linking the old rail to the new underground that these ads are about. And making the old tracks ready for the increased train speed coming when the underground opens.
This work is really, really ridiculously good looking like Zoolander.
… WE SHOULD TRASH THIS CAMPAIGN AND COMPLAIN ON THIS AD WEBSITE!!
Excellent work, fresh and engaging.
So, let me get this straight.
AT contracted an external agency to do a celebration campaign about a rail network, that was built by CRL, not them, and doesn’t even open until 2026.
And this is just a few months after we saw a summer where the rail network became borderline unusable in Auckland.
Wow. Just wow. AT marketing really are clutching at straws here. Expensive straws at that.