Coinciding with international travel resuming after a COVID induced long hiatus, Transperth and METRONET needed to get the public excited about the launch of the Airport Line – Perth’s first new train line in 15 years.
Taking inspiration from golden age air travel commercials, the Airport Line was launched with ‘epic’ slow motion, saturated visuals, starry-eyed passengers and ‘suave’ Transperth train drivers, all backed by an original big band composition.
In video, we follow the epic journey of four mysterious characters who we think are pilots on their way to the plane, before revealing they are train drivers launching the new Airport Line.
We substantiated our message with benefits to the everyday passenger, continuing the airport theme through clever language and fanciful photography.
In radio, we used playful misdirection to once again make our audience believe they were listening to air travel before revealing the launch of the new Airport Line.
