Helping Aucklanders Get Around

HOP is the new all-in-one ticketing system for the Auckland public transport network. Like the Oyster travel cards of London, HOP will allow faster payment of fares on buses, trains and ferries for Auckland travelers. Launched and operated by Auckland Transport (a council-controlled organisation), this initiative addresses the need for a more user-friendly and affordable system for commuters with a card and infrastructure that covers the whole spectrum of providers and transportation types.

To reflect this new direction for transport in Auckland, the HOP brand has been conceived of as a ‘helper’ and a means to simplify what is currently a rather complicated transport system. As Auckland Transport Chief Executive, Dr David Warburton explains, “The HOP card simplifies how you pay for and use public transport. HOP will make boarding faster and easier for our customers with a tag-on, tag-off system.”

An extensive naming process was undertaken to come up with the HOP name and it is envisioned as the beginnings of a new way of talking about transport and promoting its ease to consumers. The idea that Aucklanders will be able to HOP on any mode of transport and HOP off at their destination is why the name became the front runner. Having also looked at the other travel cards like Oyster in London and Octopus in Hong Kong, as well as cards from around the world, it was decided that a short and easy name that was directly related to a new and more accessible approach to public transport was best.

HOP’s fresh attitude, modern mark and crisp, bubble-styled design scheme allows for a highly visible presence that can be easily understood by commuters and visitors alike. Encouraging everyone to take advantage of what their city has to offer and explore using public transport.

Following the initial launch the HOP cards will operate on the Snapper card readers on NZ Bus routes, a system already in use throughout greater Wellington. The rest of the ticketing system will in time be rolled out using Thales card readers for the whole bus, train and ferry network. The HOP card replaces the previous Go-Rider smartcards that have been in operation on the Link, Metrolink, Go West, Waka Pacific and Northstar bus routes.

Auckland Transport's AIFS Marketing Manager, Kate Goodwin, said she appreciated the passion the Designworks team had shown in creating the HOP brand. "Their commitment to delivering a world-class brand experience for Auckland's public transport users, from the initial ideas through to delivery of collateral and comms campaign was outstanding."