Melbourne By Bus

Public Transport Victoria

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The task

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.

 

The idea

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.

 

The impact

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.

Melbourne By Bus
Melbourne By Bus
Melbourne By Bus
Melbourne By Bus
Melbourne By Bus
Melbourne By Bus
Melbourne By Bus
Melbourne By Bus
Melbourne By Bus
Melbourne By Bus
Melbourne By Bus
Melbourne By Bus