Guilt Trips - V/Line Trains

V/Line is Australia’s major regional train operator. Our task was to increase passenger numbers in off-peak times. Our strategy was to target city-dwellers and their families, to make sure they took the train home. And so we invented the Guilt Trip. A prepaid ticket that harnesses guilt to bring loved ones together, and completely rebranded the entire experience. The campaign spoke directly to our target audience, and came from the very people they just couldn’t ignore: their mum and their friends.


V/Line is Australia's major regional train operator. Our task was to encourage family and friends living in the city to visit their loved ones in the country.
Instead of us doing the talking, we recruited those who knew them best and harnessed the most powerful force in the universe- a mother’s guilt.

We invented the Guilt Trip. It was a pre-paid ticket that could be purchased by parents and friends. It all started with a microsite. On the microsite abandoned loved ones could create a personalised guilt inducing message, then purchase a ticket. This was then sent directly to the guilty party in the form of an eDM. We also created booklets to help refine their guilty messages, and print, web banners and radio all worked together to drive traffic to the microsite. Tickets wallets and posters in stations reinforced the campaign from a regional perspective. The travel experience as we knew it was completely rebranded. People no longer went home to visit their parents, they went on a Guilt Trip.
Send a Guilt Trip for yourself at
11% increase in ticket sales
400% return on investment.
V/Line Guilt Trips Case Study
V/Line Art of The Guilt Trips
Print & Outdoor
Online Films
"Facebook" - 30 Secs
"Exchange Student" - 30 Secs
"The Set List" - 30 Secs
Direct mail
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