Transit Officer Recruitment advertising pitch prepared for Public Transport Authority of WA

PTA and Transit Officers

Audience Research

Audience Research

Objectives
KEY DIMENSIONS CURRENT FUTURE

Imagery

Boring Lonely

Genuine Selfless

Value

inspects tickets not aspiring

Rewarding Challenging Meaningful

Demographic/Psychographic Profile

Conceptual Principles

Highlight the little things that they do

&

Bring attention to their genuine and selfless side

Dynamic Execution

Touchpoints
Print Billboard Bus shelters, buses, & trains Online TV commercials

Sharpened image Directed lighting

Short story as caption Logo & call to action

Print Ad

Sharpened image

Logo & call to Directed lighting action Short story as caption

OOH Posters

Sharpened image Logo & call to action

Billboard

Online

TV Commercial

Raw footage Captions Sentimental appeal Uplifting music

Conclusion
Perception-changing campaign: It is your call to make a difference.

Merrilee Watson

Cecilia Setiawan

Laurie Law-Baw