Transperth launches the new airport line in style with Rare

Rare takes inspiration from the golden age of flying to promote the new Airport Line.

Part of the METRONET project, the Airport Line is the first new line to be added to Transperth’s train network since 2007. The project has been highly anticipated, making travel to and from the airport easier than ever and putting Perth on the map as a more connected and modern city.

With all that build up, the launch campaign had a lot to live up to.

Rare took inspiration from the golden age of flying to give the new service the grand opening it deserved with the “Ready for take-off” campaign.

Working closely with client Transperth and production partners Sandbox and Soundbyte, they brought all the glitz and glamour of 1960s air travel to the Airport Line – epic slow motion, aviators, starry-eyed passengers and all – backed by an original composed track recorded live with a big band.

Rare, Client Services Director, Simon Stewart, said: “This was such an exciting campaign to be a part of, and not only is the end result one we are incredibly proud of, so to was the collaboration between all parties throughout the entire process. No challenge was too great for our client Transperth, production partners in Sandbox and Soundbyte, and of course the extended Rare team. There was so much passion for this campaign and I think the result is reflective of this.”

The campaign launched over the weekend, including TV, cinema, online, radio and OOH.

The Airport Line opens on October 9.

VIEW THE FILM

READY FOR TAKE OFF – PILOT

READY FOR TAKE OFF – BOARDING CALL

READY FOR TAKE OFF – CHECKLIST

Credits
Client: Transperth
Executive Director, Customer Strategy and Communications: Charlotte Hayes
Manager, Customer Communications: Sophie Oliver
Marketing and Communications Coordinator: Bethany Sawyer

Agency: Rare
Executive Creative Director: Brett Wheeler
Creative Director: Liz Hammond
Art Director: Rob Mead
Writer: Simon Mullins
Client Services Director: Simon Stewart
Account Director: Chanel Hardcastle
Senior Account Executive: Teigan Woollard
Account Executive: Alex Ventouras
Agency Radio Producer: Chloe Jayne-Briffa

Production Company: Sandbox
Director: Richard Vilensky
Senior Producer: Hollie Gibson
Senior Producer: Maria Amatulli
Senior Producer: Kelly Marie Miller
1st AD: John Fairhead
2nd AD: Kiran Wilson
Runner: Bailey Hamilton
Production Assistants: Madison Armstrong, Jack Gilmour
Cinematographer: Michael McDermott
1st AC: Arthur Bienkowski
2nd AC: Erin Guy
Still Photographer: Chantel Concei
Photo Assistant: Chi Hang Ho
Gaffer: Dan Spriggs
Best Boy Electric: Arif Defty-Rashid, Nick Valentini, Craig Irwin
Key Grip: Greg Stirling
Best Boy Grip: Jack Rooney, Eugene Stewart
Art Department: Katelyn Collins, Amberley Mataray
Wardrobe Styling: Sally Phipps, Amy Rae-Bennet, Arabella Gunning
Hair & Make Up: Kate Farmer, Tenille Flintoff
Casting Director: Megan Carpenter
Visual Talent: Lachlan Stewart, Steve McCall, Sooz Bennet, Andrea Fernandez, Emily Rose Brennan, David Mack, James Dimer, Anothy Smith, Kaila Ferrelli, Max Rankin

Sound Design: Sandbox
Sound Designer: Brad Habib
Producer & Music Coordinator: Holly Miller
Composer: Robert Woods
Editor: Denzil Heeger
Colourist: Denzil Heeger
Senior 3D Artist: Paul Siciliano
VFX Artist: Matthew Kerley
Head of VFX: Tony Bannan
VO Talent: Rupert Degas, Simon Kennedy, Dylan Szymkow, Ruby Hall, Annie Maynard

Media planning: Hearts & Science WA
Head of Hearts & Science WA: Joe Purdy
Digital Director: Daniel Fletcher
Senior Account Executive: Graycen Hannan

Media Buying: Initiative
Direct Client Manager: Karen Bowler
Manager, Addressable Activation: Ryan O’Connell
Digital Performance Manager: Sofia Magro