Marketing Featured Southeast Asia

SG’s Land Transport Authority taps MullenLowe SG for latest public transport campaign 

Singapore – The country’s Land Transport Authority (LTA) has tapped MullenLowe Singapore to conceptualise the latest iteration of its ‘Graciousness on Public Transport’ campaign.

The campaign, which was first launched in 2014 by the government body, is led by iconic characters Stand-Up Stacey, Move-In Martin, Give-Way Glenda, Bag-Down Benny and Hush-Hush Hannah of the Thoughtful Bunch. 

The annual campaign reminds and nudges commuters to take action to spread graciousness for a more pleasant everyday journey across the country’s MRT network.

Commenting on the campaign, Agnes Lim, director of marketing communications at LTA, said, “The annual Graciousness on Public Transport Campaign started in 2009 to promote acts of thoughtful behaviour on public transport, such as giving up seats, queueing in an orderly manner, and moving in for a more pleasant commute. These characters are just like the everyday commuter, trying to do the right thing to make the travel experience on public transport more pleasant.”

Meanwhile, Paul Soon, CEO at MullenLowe Singapore, commented, “It is always exciting to have the opportunity to work on Singapore icons like the Thoughtful Bunch, who through the years have developed a close affinity and relationship with all who live and commute in Singapore. We intend to continue to build on what has already been so successfully nurtured by Agnes and her team by extending the emotions that all Singaporeans should feel when they take the steps to be thoughtful.”

This latest campaign will launch in the third quarter of the year, and will run for 6 months island-wide, across out-of-home, digital and social communications.