Unique journeys make memorable moments

The challenge

KiwiRail’s Great Journeys of New Zealand include the Northern Explorer, TranzAlpine and Coastal Pacific rail journeys. With open air carriages, comfortable seating and a relaxing way to reach a destination, train travel had been primarily targeted to an overseas audience, or the over 65s.

Without overseas visitors, and with a captive audience of New Zealanders of all ages, KiwiRail set out to fill its trains with a new domestic audience and show that there’s a whole lot more to train travel than just trains.

The solution

The Great Journeys of New Zealand – Memories Made Together campaign showcased the experience of the train journey itself coupled with rich destination content – showing it wasn’t just about the journey but what you could do once you arrived at your destination.

The campaign focused on the connection train travel provides; creating authentic experiences traveling together in and through beautiful destinations.

The ‘Memories Made Together’ campaign showcased Blenheim vineyards, Kaikoura whale watching and exploring the West Coast as just some of the awesome experiences and destinations you can reach by train.

This campaign invited young and old, families and couples to experience the train journey in a new light, breathe in the beautiful scenery, experience the destination and make memories together.

bigfish designed the campaign creative and all the video and photography content, alongside DDB and OMD to create and deliver an integrated and impactful digital and outdoor campaign.