Promoting Melbourne’s bigger, better trains through strategic engagement and creative communication


Engaging Victorians on the benefits of the $2.3 billion High Capacity Metro Trains Project

As part of its massive overhaul of the state’s transport infrastructure, the Victorian Government ordered the production of 65 High Capacity Metro Trains as part of a $2.3 billion commitment to get more Victorians where they need to go.


Melbourne’s new bigger, better trains will be capable of carrying 1,100 passengers - 20 per cent more than any other train on the metropolitan network – with the first scheduled to begin revenue service in 2019.


In preparation for the operationalisation of the new trains, Upstride provided strategic communications consultancy and communications production services to the HCMT Project over 2019.


This included the creation of a number of communication strategies and plans, in addition to digital, video and media production services.


Over 2017/18, Upstride founder Jane Metlikovec worked with the HCMT Project to help create and deliver the award winning ‘Melbourne, meet your new train’ campaign and event activation.


This involved:


  • Placing a 60-metre long, 60 tonne model High Capacity Metro Train into Birrarung Marr

  • Creating a 10-day public display featuring a virtual reality experience for children, kids’ activities, social media competitions, information talks and culminating in a White Night spectacular.


Thousands of Victorians visited ‘Melbourne, meet your new train’, hundreds of thousands viewed social media content and the media event reached over a million people via traditional media, with this campaign exceeding all objectives.


The VR experience was nominated as a finalist in the 2018 VR Awards in London for Best VR Marketing in the world.