Melbourne, Meet Your New Train | Infrastructure

From 2018 - 2019, Upstride was engaged by the Department of Transport to spearhead the communications and public engagement efforts for the High Capacity Metro Trains (HCMT) Project.

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Our goal was to create an engaging and interactive virtual reality experience to familiarise Victorians with the new train project.

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What we did

Our strategy involved a multifaceted approach combining strategic communications consultancy, innovative event activation, and dynamic media production to build excitement and anticipation around the HCMT Project.

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‘MELBOURNE, MEET YOUR NEW TRAIN’ CAMPAIGN

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Model Train Installation: Installed a 60-metre long, 60-tonne model HCMT in Birrarung Marr, a central and visible location in Melbourne, to generate public interest and engagement.

Public Display and VR Experience: Organised a 10-day public display featuring a virtual reality (VR) experience, allowing visitors to explore the new trains in an immersive environment. The event also included activities for children, social media competitions, and information talks.

White Night Spectacular: Culminated the campaign with a spectacular White Night event, enhancing visibility and engagement with a wide audience

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MEDIA AND DIGITAL PRODUCTION

Content Creation: Produced digital and video content to promote the campaign and the HCMT Project. This included promotional videos, social media posts, and interactive online content.

Media Outreach: Implemented a media strategy that secured extensive coverage across traditional media channels, including TV, radio, and print.

RESULTS

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Thousands of Victorians visited the ‘Melbourne, Meet Your New Train’ event, and hundreds of thousands engaged with the campaign’s social media content.

The campaign achieved over a million impressions through traditional media, significantly raising awareness and excitement about the HCMT Project.

The VR experience was nominated as a finalist for Best VR Marketing at the 2018 VR Awards in London, highlighting its innovative approach and global recognition.

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