Translink
ADVERTISING CAMPAIGN
METRO BELFAST - Brand Campaign

AIM

To stimulate usage of Metro services, by increasing awareness of Metro through a strategy of emotional positioning.

IMPLEMENTATION

A fully animated campaign to illustrate the simplicity and ease of traveling by Metro.

RESULT

“The Metro Connects campaign has successfully generated additional patronage for Metro, with growth of over 25% since service introduction equating to 6 million more people now using Metro for shopping, working and leisure. Metro has also been successfully repositioned versus the old Citybus image. Through the Metro Connects campaign it has become a modern, contemporary, urban brand; a modern brand for a modern city.”
Carol Marsden, Translink Brand Manager

48 SHEET OUTDOOR

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6 sheet and commuter card advertisements

Objective

To stimulate usage of Metro services, by increasing awareness of Metro through a strategy of emotional positioning.

Implementation

A fully animated campaign to illustrate the simplicity and ease of travelling by Metro.

Result

“The Metro Connects campaign has successfully generated additional patronage for Metro, with growth of over 25% since service introduction equating to 6 million more people now using Metro for shopping, working and leisure. Metro has also been successfully repositioned versus the old Citybus image. Through the Metro Connects campaign it has become a modern, contemporary, urban brand; a modern brand for a modern city.”

Carol Marsden, Translink Brand Manager

TRANSLINK ENTERPRISE CAMPAIGN

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AIM

To promote a £10 promotional web fare by inspiring consumers with reasons to travel.

Result

Our creative captured the imagination of potential passengers and delivered, via a targeted media campaign, an increase in journeys by 6.9% year on year.

TRANSLINK SPRING SAVER CAMPAIGN

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Objective

To increase Enterprise patronage on Monday – Saturday during the promotional period.

Implementation

The crisp silhouette design highlighted reasons to travel to Dublin in a simple and striking way that was easy to position across a range of media.

Result

“The bright eye-catching creative captured people’s imaginations, suggesting reasons to take a day trip to Dublin on the Enterprise. Strong media coverage including a highly successful reader competition got the Spring web fare campaign off to a good start.”

Louise Scott, Brand Manager

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