It's not just about the destination, it's how you get there
Many of us can be strangers in our own cities, satisfied by what’s offered in our own neighbourhoods, uncompelled to explore those places and engage in those experiences that are just out of the way. Every now and then, we should approach our cities like tourists, and wander around with fresh eyes and an open mind. You never know what you might discover. (Personally, I’ve lived in Sydney for over 20 years, and have never climbed the Sydney Harbour Bridge! Shame on me.)
Public Transport Victoria has the same idea, and has engaged GPY&R Melbourne in a new campaign that encourages locals to visit and enjoy the sights of Melbourne by bus. The “World of Melbourne by Bus” campaign showcases the diverse locations along the city’s bus routes, through a series of travel poster-style illustrations which celebrate Melbourne’s culture and identity.
The 16 posters are charming snapshots of places that make Melbourne an attractive place to live, each with their own unique cultural spirit. The artwork was created by seven Australian illustrators in partnership with the Jacky Winter Group, and feature the mediums of acrylic, watercolour and digital painting.
“Buses are the unsung heroes of Melbourne’s transport network,” says Philip Askew, general manager of Public Transport Victoria. “This campaign aims to challenge this by focusing on local areas, showcasing key destinations in a unique, visually-arresting style while heroing the bus as the primary mode of transport.”
Additionally, a website built by GPY&R plots the city’s 700+ bus routes and the destinations that fall along them. The campaign will continue its run across out of home, radio, digital, social media activations.