Mastercard’s Transit Tales turns Sydney commutes into stories
Mastercard has launched a new artificial intelligence-powered digital platform called "Transit Tales", providing commuters in Sydney with personalised audio stories tailored to their train or metro journeys.
The platform, which is available to more than 1.2 million daily travellers across Sydney's rail network, leverages real-time transit data to match the duration of each commuter's journey with a uniquely generated narration. Travellers can choose from eight literary classics, such as The Great Gatsby, The Jungle Book, Romeo and Juliet, The Wizard of Oz, and Dracula, with the stories adapted into genres like Mystery Thriller, Dystopian Adventure, Superhero Saga, or Science Fiction.
Once commuters select their preferred title and genre, the AI platform generates an audio story suited to their journey's length and route. Each narration is also made available as a transcript to ensure accessibility for all users. At the end of their journey, listeners are given the option to purchase the original works in various formats, including audio, print, or digital, through online retailers.
A study conducted in 2025 indicates that nearly 30% of Australians have not read or listened to a book in the past year, even though over half expressed a desire to engage more with literature. In response, Transit Tales has been positioned to encourage both readers and non-readers to use public transport while enjoying a curated cultural experience.
Commuting meets literature
Florencia Aimo, Vice President, Integrated Marketing and Communications, Australasia, Mastercard, said: "Transit Tales is about bringing a little more joy and imagination to an everyday routine. It showcases how Mastercard continues to innovate with purpose, creating inclusive, digital experiences that make people's lives easier and more enjoyable."
The platform allows users to experience classic stories reinterpreted for modern audiences. For example, a commuter travelling from Bondi to Cronulla might hear Dracula transformed into a science fiction narrative, while someone on the route from Bankstown to Tempe could encounter The Jungle Book remixed as a mystery thriller.
The underlying technology adapts both the content and duration of the stories based on the real-time journey data, making each listening session unique. This initiative forms part of Mastercard's "Tap, Go, Play" campaign to enhance urban mobility experiences.
Collaboration and technology
Shane Geffen, Executive Creative Director at McCann Australia, said: "There's been a lot of talk about AI and creativity. We couldn't think of a better way to harness it than by turning mundane train rides into imaginative escapes. It's a highly technical project but made simple thanks to Mastercard's openness to innovation and our brilliant production partners."
The development of Transit Tales involved a range of creative and production partners. McCann Australia led the project, with digital production managed by Nakatomi, sound design handled by Rumble Studios, and media support from Carat. Ogilvy Social developed the earned media and influencer strategy to raise awareness of the platform among Sydney's commuters.
The campaign is being delivered via out-of-home, digital, and social media channels across the Sydney train and metro network, with a planned run until late September 2025.
Promoting public transport
Mastercard's Transit Tales aims to highlight public transport as a viable and enjoyable option for daily commutes. The inclusion of both audio and transcript formats addresses a range of commuter preferences and accessibility needs. By offering a new way to engage with literature, the platform also seeks to address the national trend towards lower rates of book reading while providing an entertaining alternative to traditional commuting distractions.
Through this digital experience, Mastercard continues to explore the application of AI in everyday life, aligning with broader initiatives aimed at fostering greater inclusivity and functionality in brand experiences.
