We launched both the Lane Cove Tunnel and the Falcon Street Gateway based on market research which told us half the target market just wanted facts, the other half wanted a more entertaining style. This led to two campaigns that focused on the consumer insight of a simple value choice to save time and frustration and better connect people and places.
Creative elements used included direct mail to residents of how to enter/exit every step of the way. We also introduced the tunnel to people along our catchment area via a catchy cinema commercial. Radio, press, bus backs, billboards and online advertising were used pre and post opening.