Cleaner, Greener, Quicker
Promote the benefits of the Tramlink network as an alternative to cars, targeting a diverse audience from young commuters to pensioners across multiple ethnic groups.
What with missing connections and overcrowding, commuter travel can sometimes be frustrating. Added to this, our task was made harder by the fact that English is a second language for many of our target audience in south London. So how could we build value into the Tramlink proposition in a way which would be noticed and easily understood by our audience groups?
We identified the main positives of the service as cleanliness, convenience, and the benefits to the environment.
We developed a clear, bright, graphic-led approach with simple-to-understand messaging that would appeal to everyone.
The campaign kicked off with posters, banners, digital display ads, regional press ads, and emails to reach customers and prospects. The visual style and the friendly colour palette were so well received that we were asked to develop all communications at every touchpoint to follow suit – even down to the designs of the ticket machines and maintenance posters.
Passenger numbers increased by 17% year on year, and public satisfaction rose to 83%, their highest ever rating.
‘Agency Inc got up to speed with our strategic objectives very quickly, and they have always produced strong creative concepts and executions.’