How Auckland Transport uses smart marketing automation to make public transport more accessible

Auckland Transport’s goal is to make public transport accessible, easy, and affordable – for everyone.

This project was a huge challenge for us, not just in terms of working through the data, but also ensuring the email templates and language use was right.
- Kash Chitniss, Campaign Manager, AT HOP
The team at Qrious were great at working through challenges with us, asking the right questions to get the right results. And the customers are just thrilled with it.
- Kash Chitniss, Campaign Manager, AT HOP

The results


Optimised data flow

Information is sent to AT HOP customers when most accurate and most relevant to them. Engagement and preference changes are sent back to AT's data warehouse, which acts as the single source of truth for their customers.

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Flexible contact preferences

Once a concession is loaded onto their card, accessible customers are automatically invited to opt-in to the programme. They can choose how to receive information – text, email or both; daily, or only when they have travelled.


Personalised, unique content

Each email is unique and fully personalised to the customer. Content reflects the latest activity data related to each account. Missed tags and recent top-ups or purchases trigger different variations of the copy.


Great customer experience

For accessible customers, keeping on top of their AT HOP balance and journeys is now a lot simpler. The information they need is delivered straight to their fingertips in a format that is easy for them to understand.

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