Public Transport Victoria
Buses just weren’t being given a fair go by Melburnians compared to trains or trams, resulting in patronage hitting a 4-year low by early 2016. Clearly, something had to be done.
Melbourne is a city of diverse destinations with a different cultural spirit around every corner. And because buses cover such a broad area of the city, you can truly ‘explore the world of Melbourne by bus’. We’ve commissioned a range of Aussie illustrators to bring to life all the amazing destinations you can reach via bus in Melbourne.
By tackling barriers to usage head-on using a visually-striking campaign style, we were able to significantly shift attitudes to bus among our target audience and more importantly, raise patronage year on year.