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  • Can a public transport provider help strengthen family bonds?
  • Can a public transport provider help strengthen family bonds?
    V/Line (2014) ©
CASE STUDY

V/Line: using guilt to sell train tickets to Millennials

As young Australians head for bright city lights, Melbourne has become the nation's fastest growing area. But how do their parents get them to visit home out in the sticks? A campaign by Victoria’s public transport operator V/Line let people guilt trip their kids into returning.