We use cookies to ensure that we provide you with the best experience on our site. To learn more about how they are used please view our Cookie Policy.
If you continue to browse our website we will assume that you are happy to receive cookies. However, click here if you would like to change your cookie settings. [X]
  • Metrolink Feature
  • metrolink4
  • metrolink3
  • metrolink2
  • Metrolink - Posh in situ

Transformation Information

Client: Transport for Greater Manchester
Brand: Metrolink

Challenge:

How did we generate positive sentiment during a period of heavy service disruption?

 

Discovery:

Audience research showed that disruption is much less problematic if you are prepared for it. Being told you’ll have to leave an extra twenty minutes earlier is never good news but it’s much less painful to find out ahead of time than when you’re stood on the platform, running late.

 

Breakthrough Idea:

The proposition was borne out of the need to tell a bigger story than one of ‘on-the-day’ travel disruption. We wanted to ensure our travellers were prepared and informed whilst being shown the goal we’re working towards. Our integrated campaign centred around a dedicated ‘mobile first’ microsite which acted as an information hub and was supported by outdoor and press – ensuring travellers had easy access to the information that would keep them moving.

The campaign has only recently gone live so we don’t have any measurable results just yet. However, we’ve received very positive feedback from passengers on social channels surrounding the campaign.

For the full case study please get in touch.

Your session will expire in xx.xx
Continue or Log Out