Press Advertising

How do we refresh our campaign artwork to better communication disruptions with the customer?

– THE PROBLEM

The Victoria’s Big Build campaign primarily communicates disruptions to the transport network across Victoria. They also sell our vision of creating a better transport network for all Victorians.  

We were tasked with refreshing our press ads for major publications (The Age and Herald Sun) so the campaign artwork continues to communicate these disruptions effectively and clearly.

– THINKING

As we grow and evolve, the current design was no longer the best solution for communicating a range of complex disruptions. The ads we loaded with information, and we needed a solution that allowed us to communicate a huge amount of content in a digestible and simple way on a small, half page ad.

Re-formatting the delivery of content to future proof our artwork.

– SOLUTION

We moved to a vertical ad, rather than the horizontal, so we can work towards paring back information and driving customers online. We have a map tool on our website, so the add in centred around a strong call ot action to get customers to head online for detailed information. We presented this to our internal stakeholders to positive reviews, and are rolling out options to test the amount of disruptions information to include, and test the QR codes to ensure these are as effective as possible. 

I also create the artwork for our major publication advertising, and manage the rollout of digital and press artwork across approximately 30 designers to ensure the campaign look and feel is consistent across all touchpoints.