Turning back the clock to move Melbourne forward

Last year, Yarra Trams engaged Helsinki Agency to develop a campaign to increase tram patronage by highlighting special places to visit along the world’s largest tram network.

The key idea was that trams aren’t just for commuting to and from home and work. Melburnians could be tourists in their own town and could ‘Explore More. Travel by Tram’.

The posters proved immediately popular, with Melburnians requesting to purchase them across social media.

Along with a series of digital assets and a ‘City of Villages’ information page, it’s already become a highly successful exercise in passenger engagement. There are plans for it to continue to be rolled out with ‘vintage’ posters for more and more routes.

We produced wonderfully illustrated vintage (yet modern) style travel posters featuring a number of prominent destinations along key tram routes.

We first illustrated Routes 57 and 82. Following their outstanding success, we followed with the world famous Route 96.