Creating a new freight future for Australia
Work is underway on Inland Rail, a once-in-a-generation freight rail project that will transform the way everyday goods are transported around Australia.
Connecting Melbourne and Brisbane via regional Victoria, New South Wales and Queensland, this 1,700km rail project will complete the missing links in our national freight network.
During construction, Inland Rail is supporting new jobs and opportunities for local businesses and communities. When fully complete, it will give Australia the momentum we need to meet our country’s growing freight demands.
Telling the Inland Rail story
Our Inland Rail aims to create awareness and advocacy through the stories of everyday Australians and businesses already benefiting from the project and who see its future potential. We connected with people from along the alignment, to find out what Inland Rail means to them. Overwhelmingly, there was a shared sense of pride about all the opportunities it will bring our country – now and into the future. This is what led to our line:
This is our opportunity. This our Inland Rail.
Each piece of advertising communication has been designed to share the benefits of Inland Rail under three key themes:
- Momentum for Australia
- Creating opportunities
- Freight transformation
Our Inland Rail features stories from people along the Inland Rail alignment who are already seeing the benefits or are excited for the opportunities Inland Rail will bring for them and their local communities. We are featuring local producers, small business owners, local workers, small and large contractors and national freight logistics companies who have all seen, first-hand, the benefits that Inland Rail is delivering Australia.
Bringing the advertising to life
Visually, the advertising direction uses a technique known as a vanishing point. Our camera is positioned in a way that creates a shape similar to a rail line. It portrays forward movement, endless potential and looking into the future. The vanishing point is a visual language that carries through all parts of our advertising.
It also makes use of another visual technique, the split screen. This is where two single images are combined, to form our vanishing point – bringing together the visual of Inland Rail, with that of a real business, industry or individual that the project is supporting.
Our Inland Rail will be running across a variety of media channels. See when and where we’re rolling out the advertising.
Take a look at some of the materials we’ve produced for our new advertising:
This is our opportunity. This is our Inland Rail.
Download advertising assets
If you’d like to download any of the Our Inland Rail images, videos or print artwork please complete this form. We’ll send you an email with instructions on how to download them.
The people featured in Our Inland Rail
Behind our new advertisements are people who understand the real opportunities created by Inland Rail. Learn more about each of them below.
Successful business owner and cotton producer, Sam Coulton is passionate about all the future benefits the project will bring to his local area.
State Manager for one of Australia’s largest logistic companies, Ben sees how Inland Rail will transform how we transport goods around the country.
Kendall and David Tait
Tait Auto Group
Local business owners Kendall and David have seen increased opportunities in their business since winning a contract for Inland Rail.
One of the senior project leads at the engineering firm helping deliver Inland Rail, Krystle is proud to be part of such a transformative Australian project.
Director of Waddi Springs, Tomika Johnson has seen opportunities to employ more workers and a boost in their skill base working on a project as large as Inland Rail.
Jak & Mo Taste Co
Gatton Café Owner Angela has embraced her dream of opening a café. She sees the benefits Inland Rail will bring to her business and the local area.
Local Trans4m Rail employee Craig has seen, first-hand, the benefits of working on the Inland Rail project. Providing him with a variety of new skills and training opportunities.
Beef and Grain Farmer
Moree farmer Oscar sees the potential that Inland Rail has to offer to the Australian agriculture industry, helping regional producers compete both domestically and globally.
Brooker Trading Co.
Serving delicious food and exceptional coffee to the locals in Moree, Shane and his family have seen business increase, with the Inland Rail project bringing more workers and contractors to the area.
Sharing Our Inland Rail
We encourage everyone to talk about all the opportunities Inland Rail is offering Australia. If you are planning on sharing Our Inland Rail, here’s how to best communicate our message.
Content on our pages can be shared directly or reposted on your channels by using the share functionality. The share function typically appears in the top right corner of Instagram and LinkedIn posts and the bottom right of Facebook and Twitter. You can also request access to some of the assets by completing the above form.
Make sure you include the following hashtags where appropriate #ourInlandRail #InlandRail and be sure to tag Inland Rail in your post. Our official accounts and their handles are below:
Share your story
Do you have an Inland Rail story to tell? We would love to hear from anyone willing to talk about the opportunities Inland Rail is offering for them, their business or community. If you would like to be part of our advertising and share your story, submit your details here and someone from our team will be in touch.