The site of the new Perth Stadium is very difficult to get to by car, and by design, there is no parking. Working with The Department of Sport and Rec, Transperth and a large stakeholder group, our communications campaign needed to get 83% of event-goers to travel to the new Perth Stadium via public transport.
Perth rivals LA for the world's most car-centric city, so the challenge was more than motivating modal change, it had to be a complete shift in planning and preparation behaviour.
A TVC aired in the months leading up to the first event to emotionally engage fans in a game changing new experience. Digital and social media advertising hyper targeted ticket-holders during event weeks, pushing them to Transperth journey planning tools for tailored route options.
And it worked so well that at the completion of the campaign and by the fourth AFL match played at Optus Stadium, 92% of attendees were using public transport to travel to and from the stadium.