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Repositioning an established service to a new audience.

THE BRIEF: V/Line wants to target a new audience to reinvigorate growth and address their brand 'identity crisis'.

THE AUDIENCE: Young adults aged 18 - 25 who wouldn't traditionally take the train or coach to travel.

OUR INSIGHT: A train ride isn't restricted to sitting and staring out the window. It is an opportunity to engage in a multitude of activities thanks to the longer travel times and the comfortability of the carriage, all leading to the destination.


OUR SOLUTION: A youthful targeted rebrand across print and digital assets, with strategic messaging and mindful placements around university public transport and geo-targeted social advertising.


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