Yarra Trams proves to be 'Melbourne all over'

摘要

A quirky riddle-based debranding campaign and the creation of a new positioning statement for all of Melbourne's iconic tram network have formed key components of a major marketing-led program to reposition the city's tram services. Both concepts have been created for Yarra Trams by Melbourne-based agency Smart, the company's long term advertising agency partner. Yarra Trams officially took over the management and operation of the Swanston Trams franchise (operated under the M>Tram brand) on 18 April 2004 after signing a new five year partnership agreement with the State Government. Details of the new single operator tram and train partnerships were announced by Premier Steve Bracks and Transport Minister Peter Batchelor in February (see TA 4/04 p.108).