Benjamin Ho

Move Smart is a student-focused marketing campaign designed to generate interest in the City Rail Link (CRL) and encourage more tertiary students to explore and use it. For this project, I assume the CRL is my client and will help fund the campaign. The project responds to a gap between the CRL being available and students recognising that it could be useful for their everyday journeys. Some students may continue using familiar options, such as buses, cars or rideshares, without considering the train.

The campaign focuses on tertiary students aged 18–21 who could benefit from the CRL but may not realise it is relevant to them. Rather than creating another route-planning app, Move Smart uses an on-campus kiosk to invite students to explore a possible trip, compare it with their usual commute and rehearse what using the train might feel like. It aims to build confidence, raise awareness and direct students towards the CRL’s services.