Auckland Transport and Thompson Spencer have launched the next phase of their City Rail Link (CRL) campaign, shifting the focus from explaining the rail network to showing how Aucklanders could use it in everyday life. The campaign highlights journeys and destinations across the network, building on the platform’s central idea that the City Rail Link is “a time gift” by making journeys and stops more explicit and personal for Aucklanders.
The work includes updated versions of the original creative and introduces a new execution, Streaming to Screaming, which centers on travel to Eden Park. The film follows a Blues supporter who swaps watching a match at home for attending it in person, highlighting access to live sporting events through the expanded rail network.
The journey to Eden Park serves as a centerpiece of the campaign, illustrating how the City Rail Link could improve access to sporting events, concerts, and other major events.
“The creative evolution of the campaign is about helping people picture themselves using the CRL,” said Matt Eastwood, Creative Director, Thompson Spencer.
“Once people understand where the network goes, the natural next question becomes what does that mean for them.’ That’s what this campaign answers. These are the journeys people will be taking, and want to be taking.”
Rena Murphy, Marketing Manager at Auckland Transport, said the campaign was designed to make the benefits of the City Rail Link feel tangible and personal.
“The first phase helped people understand how the City Rail Link changes the network,” said Murphy.
“This phase makes it vivid – naming the real places, the real journeys, and the real moments waiting on the other side of the trip. The campaign helps Aucklanders picture how the CRL will become a welcome part of everyday life, whether that means getting to and from work more easily, spending more time with friends, or heading to an event.”
Credits
Auckland Transport
GM Marketing & Media Partnerships: Anna Lawrence
Marketing Manager: Rena Murphy
Marketing Specialist: Xaviar Rego
Communications and Engagement: Joel Rowan
Creative Director: Chris Swift
Thompson Spencer
Business Director: Olivia Thompson
Creative Director: Matt Eastwood
Executive Producer: Carlene Managh
Producer: Sophia Pauling
Photography: Jono Ong
DOP, Edit: Shayne Archer
MBM
Business Director: Nureete Burnie
