Metro
Central City
Metro Central City
Pulling Christchurch locals into 'tourist mode'
Pulling Christchurch locals into
'tourist mode'
The Challenge
Metro’s services into central Christchurch were primarily used by weekday commuters, with relatively low recreational weekend travel.
With Parakiore Recreation Centre opening and Te Kaha soon to follow, Metro wanted to use the opportunity to encourage more people to visit the city centre leading up to the summer.
The Challenge
Metro’s services into central Christchurch were primarily used by weekday commuters, with relatively low recreational weekend travel.
With Parakiore Recreation Centre opening and Te Kaha soon to follow, Metro wanted to use the opportunity to encourage more people to visit the city centre leading up to the summer.
The Insight
Despite the growing develpopment and buzz of Central Christchurch, including increasingly positive reactions from tourists, many Christchurch locals had stopped seeing the city centre as a destination worth exploring.
The Insight
Despite the growing develpopment and buzz of Central Christchurch, including increasingly positive reactions from tourists, many Christchurch locals had stopped seeing the city centre as a destination worth exploring.
By helping residents rediscover the city with fresh eyes there was an opportunity to position Metro as part of that experience.
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By helping residents rediscover the city with fresh eyes there was an opportunity to position Metro as part of that experience.
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The Approach
To help create a sense of unexpected fun we leant towards a playful illustrative, almost route.
The Approach
To help create a sense of unexpected fun we leant towards a playful illustrative, almost route.
We wanted to place viewers in tourist mode.
We wanted to place viewers in tourist mode
- to see the offerings of the central city from a different angle. And we wanted Metro Christchurch to feel central to the experience.
The tagline helped set the tone, supported by a refreshed visual identity drawing directly from Metro’s line map colours.
- to see the offerings of the central city from a different angle. And we wanted Metro Christchurch to feel central to the experience.
The tagline helped set the tone, supported by a refreshed visual identity drawing directly from Metro’s line map colours.
The Outcome
The campaign generated strong public engagement and positive feedback around both the campaign and the city itself.
It helped reinforce weekend public transport as integral to the cental city experience.
The Outcome
The campaign proved highly effective in creating noise for Tait and its hard-as-nails radios within the US market.
The videos surpassed all expectations in generating interest within the industry, with sales teams describing them as pivotal in opening doors previously closed to the brand.
The work also helped establish a more emotionally engaging and personality-led platform for the brand
and remains one of Tait’s most memorable campaigns to date.
My Role
Creative direction, campaign concepts, art direction, messaging and stakeholder presentation.
My Role
Creative direction, campaign concepts, art direction, messaging and stakeholder presentation.
My Role
Creative direction, campaign concepts, art direction, messaging and stakeholder presentation.
John Arrillaga
Senior Creative / Brand and Campaign Thinking
john@arrillaga.co
021 0525 606
