City of Yarra: Trains Not Toll Roads

Trains Not Toll Roads

The Brief And Our Approach

Trains Not Toll Roads was a community campaign supported the City of Yarra and other local councils. The campaign advocated the development of rail public transport projects such as Doncaster Rail rather than the Victorian Government supported East-West Toll Road and Tunnel.

Assemblo was brought on to the project to develop an effective digital marketing strategy to support the campaign online. Assemblo facilitated this through the development of a strong social media platform for the passionate online community, the creation of an online petition, and a website to serve as the key point of information, news, and events.

Trains Not Toll Roads

The Results

The campaign was supported by a mix of activity including email marketing, an online petition, and digital advertising across search and social media.

The campaign was a huge success with more than 11,000 signatures obtained on the petition and strong engagement on social media (including more than 10,000 followers on Facebook).

Ultimately, the East-West Link project was suspended with greater emphasis being placed on improvements across public transport.

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