AUCKLAND, Today: Auckland Transport (AT) has teamed up with Wētā Workshop Unleashed for a new loyalty program for HOP card users.
Inspired by the Transport for London (TFL) model, AT HOP card users get exclusive discounts at attractions, events, and activities across Auckland.
The first offer, launched earlier this year, featured Sea Life Kelly Tarlton’s Aquarium, with eye-catching artwork on buses, digital screens, and a Tāmaki Drive bus shelter.
Now, HOP card users receive a 30% discount on the award-winning Wētā Workshop Unleashed movie-making tour in Auckland.
Wētā Workshop and Creative@AT created bus-side ads, digital screens, and a bus wrap featuring designs by Wētā Workshop artists, promoting the Sky City attraction.
“We want to deliver creative that gets people excited about the Wētā Workshop Unleashed experience, but also delivers a message about our public transport network in Auckland city.
“Being able to work with Wētā Workshop’s incredible imagery has helped us achieve that,” says Chris Swift, Creative Director of Creative@AT.
“We want to deliver creative that gets people excited about the Wētā Workshop Unleashed experience, but also delivers a message about our public transport network in Auckland city.” – Chris Swift
“It’s brilliant to collaborate with our partners, get to understand their business and create great work.”
“Together, we’ve crafted a unique and eye-catching campaign – it’s been a really fun, collaborative process,” says Sam Holdich, Head of Tourism – Auckland.
“For Aucklanders to see our Unleashed characters driving a double decker around the city, with our friendly monster Jeff at the wheel, or see a little movie magic at the train station on their way to work – we’re stoked. And it’s been even more rewarding to welcome AT customers on our tours daily.”
AT aims to expand its loyalty program, focusing on attractions near public transport stops to highlight accessibility for both Aucklanders and visitors.
“It’s great to be able to showcase the wonderful array of attractions on offer in Auckland, some of whose operators are still recovering post-lockdowns and at the same time offering loyal HOP card users generous discounts,” says Simon Soulsby, Media Partnerships and Experience Lead Business Development at AT.
“There are several other exciting partnerships in negotiation which we hope to be able to announce in the coming months.”
HOP card users are encouraged to opt-in for direct updates from AT to be the first to hear about loyalty offers.
CREDITS
Auckland Transport
Inhouse Creative: Creative@AT
Creative Director: Chris Swift
Art Director: James Bowman
Copywriter: Craig Love
Head of Brand and Marketing: Anna Lawrence
Marketing and Integrated Campaigns Manager: Penny Batten
Marketing Specialist: Xaviar Rego
Media Partnerships & Engagement Lead: Simon Soulsby
Graduate: Oliver Smith
Wētā Workshop Unleashed
Creative Director / CEO: Richard Taylor
Head of Creative Leadership: Richard Athorne
Senior Concept Artist: Chris Guise
Creative Designer: Greg Broadmore
Graphic Designer: Oliver Armstrong
Head of Tourism – Auckland: Sam Holdich
Chief Marketing Officer: Jessica Wallace
Marketing Specialist: Sarah Rennie
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