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New ad campaign a real walk over

CITY commuters may have noticed a slight change in the decor at the Perth central railway station this week.

More than 30 WA Homeloans banners, posters and floor graphics have been placed all over the station as part of an innovative branding exercise that is sure to start a new trend in advertising.

The three-month, $40,000 campaign is a first in WA advertising and is based on a similar successful branding exercise at Sydney’s Central railway station.

And with more than 80,000 passengers moving through the station each day, WA Homeloans national marketing manager Rechelle Hawkes is confident the company will gain the exposure it is looking for.

“It is different to traditional advertising, which is one of the reasons why we did it,” Ms Hawkes said.

“The campaign is very much an exposure exercise … and we are talking about huge volumes of people coming in and out of the train station each day, which gives us an opportunity to make a huge impact.”

The campaign has been timed well to catch the increased passengers that come with both the Perth Royal Show and the busy Christmas trading period.

If successful the campaign will be used to push the company’s five other interstate operations. Ms Hawkes said while the effectiveness of the branding exercise would be hard to quantify, the company would be looking at its call volumes as an indication of the campaigns success.

“It is difficult to measure because you don’t know whether it was a television or radio advertisement or the banners at the train station which prompted a person to call,” she said.

“But we would like to think that, if our call volumes go up, then the train station branding has been successful.”

The deal was negotiated through Australian Posters and advertising agency MJB&B.

Australian Posters has an existing contract with WA Government Railways under which it provides all advertising on railway land.

WA Government Railways Urban Passenger Systems gen-eral manager Brett Inchley said the city station always had been available for this kind of advertising.

“But there was a lack of awareness and a lack of a potential market,” he said.

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