V/Line Trains offers guilt trips to boost city breaks in Victoria

Launching today, the year-long campaign titled 'Guilt trip' includes press, radio, outdoor, online and direct marketing.

Users can visit the campaign site at Vline.com.au/guilttrips to send a 'guilt trip' message or even purchase a 'guilt trip' ticket for friends and family in the city. 

Visiting friends and families is a key market for V/Line, providing a huge boost to regional economies. It is an important part of the Victorian State Government's regional strategy.

John Mescall, McCann ECD, said, “Family comes before everything. That’s what they say. Unless of course ‘they’ are your children, in which case the saying is reversed. Guilt is one of the most powerful motivational tools a parent or a friend has. Our job is to help people harness this power for good.”

Client VLine
Campaign Guilt Trips
Executive creative director John Mescall
Creative director Annie Price
Art director Matt Stoddart
Writers Natasha Wood,  Tristan Graham
Creative technologist Ash Pegram
Developers Cayne Snowden, Rod Levinton
Production The Craft Shop