Melbourne City Trams - Usage of Artefacts & Local Icons
Within the infrastructure of Melbourne,
lies the largest tram network in the world. Trams are a widely used medium of
transportation between commuters in Melbourne. The tram system and
infrastructure of the Tram network proves a prominent façade in the integration
of portraying Melbourne as a living city. Melbourne’s tram network is based on
standard gauge tracks and powered by overhead wires. The infrastructure and
rolling stock is owned by the Victorian Government and operated under contract;
the current private operator being KDR Melbourne, operating as Yarra Trams*
Trams are a distinctive assimilation
into Melbourne’s culture and character; hence, the trams are bombarded with
tourism and advertising features. This particular tram was shot on Swanston St,
with a large advertisement wrapped around the entire tram, for L’OREAL. This
was in conjunction with L’OREAL Melbourne Fashion Week (LMFW), which they
sponsor. The LMFW is held within the city as well, supported by various other
forms of advertising i.e. banners, posters, flags etc…
It has long been known that advertisers
utilise as much of outdoor media as they can to reach out to consumers, but how
oftern do the messages really hit their intended audience? In this case study,
Trams are a local icon in Melbourne, with millions of users each year commuting
across the city. What better way to reach and strengthen your message then with
a giant mobile billboard.
Note: Just make sure that the creative is
worth remembering and is just as impactful as this mega tonne moving behemoth.
Kind regards,
Daniel-Jacob Santhou
au.linkedin.com/in/djsanthou/en
Twitter: @djsanthou
Facebook:
www.facebook.com/thecreativestrategist
Instagram: @thecreativestrategist
Melbourne,
Australia
Wit
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