A new partnership between Auckland Transport and Wētā Workshop Unleashed will see Hop card users receive unique benefits and discounts at attractions and events across the City of Sails.

AT HOP card users will receive a 30% discount on entry to the global award-winning movie-making tour at Wētā Workshop Unleashed, at SkyCity Auckland. 

Wētā Workshop and Creative@AT co-created the colourful bus-side advertising, digital screens and a bus wrap to promote the tour, with messaging highlighting what can be discovered on public transport in and around Auckland. 

“Together, we’ve crafted a unique and eye-catching campaign – it’s been a really fun, collaborative process, says Sam Holdich, Head of Tourism – Auckland. 

“For Aucklanders to see our Unleashed characters driving a double decker around the city, with our friendly monster Jeff at the wheel, or see a little movie magic at the train station on their way to work – we’re stoked. And it’s been even more rewarding to welcome AT customers on our tours daily.” 

Creative Director of Creative@AT, Chris Swift, adds that Wētā and AT wanted to deliver created that gets people excited about the tour but that also delivers a message about Auckland’s public transport.

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“Being able to work with Wētā Workshop’s incredible imagery has helped us achieve that. It’s brilliant to collaborate with our partners, get to understand their business and create great work.” 

The partnership follows the Transport for London (TFL) model, with the first partnership and loyalty offer promoted earlier this year with Sea Life Kelly Tarlton’s Aquarium.

Featuring real-life creatures of the deep, the artwork was visible on buses, digital screens and a Tāmaki Drive bus shelter, conceptualised by the Creative@AT team. 

AT will continue to build its loyalty programme, focusing primarily on attractions situated close to existing public transport stops, highlighting their accessibility to both Aucklanders and visitors to the city. 

“It’s great to be able to showcase the wonderful array of attractions on offer in Auckland, some of whose operators are still recovering post-lockdowns and at the same time offering loyal HOP card users generous discounts,” says Simon Soulsby, Media Partnerships and Experience Lead Business Development at AT. 

“There are several other exciting partnerships in negotiation which we hope to be able to announce in the coming months.”