Advertising, Print, Website Design & DevelopmentSydney Monorail Treasure Hunt Campaign

The Sydney Treasure Hunt was designed to target Sydney families, ‘Staycationers’.

With the Global Financial Crisis glooming, Sydney, Metro Transport needed a strategy to raise Family Pass sales on Sydney Monorail.

The Treasure Hunt was intended to value-add to the family’s Monorail experience with little more than a treasure map, a number of questions and clues to be found around the city, as well as pirate bandanas and certificates.

The Treasure Hunt provided a full day of activity on and around the Monorail for little cost. Families who participated were also given the opportunity to win an international family holiday, sourced from Escape Travel, in exchange for exposure throughout the campaign.

The Treasure Hunt was promoted via radio, press, family magazines, on-network and online, with a number of digital advertising and direct marketing tactics drawing visitors to a satellite Treasure Hunt website, providing valuable database building opportunities.

The result
Family pass sales up 22.3% over 2008.