myPlates, operated by Plate Marketing Pty Ltd on behalf of Transport for New South Wales, has launched a new brand campaign titled 'More than a Plate'. The campaign aims to celebrate the individuality and creativity of personalised number plates, with a focus on the fun and lighthearted moments they can create.

The campaign is part of myPlates' first digital strategy, with creative assets assembled across various media channels including social, streaming, search, OOH and audio. The integrated advertising strategy includes 3 TV commercials, 5 radio ads, and digital advertising.

"Our brief for the new myPlates campaign was “smile”, which is something we can all do with right now. A personalised number plate can encompass the plate design, the plate content, or both, and in New South Wales hundreds of thousands of drivers and riders choose to brand their ride something that symbolises their own identity. We want to show our customers, we not only care, but we celebrate their style!" said CEO of myPlates, David McGrath.

myPlates issues personalised plates for cars, light trucks, heavy vehicles, trailers, and motorcycles.