In 2018, Belfast was one of the few major UK cities that still lacked a centralised, city-wide transport system. Translink was charged with changing this with a new bus rapid transit system.
But this wasn’t just the launch of a new “bendy bus”. This was the launch of new, compelling brand to transform perceptions of public transport.
This was Glider.
A 4-phase launch campaign built curiosity pre-launch before transitioning to a big ‘Holywood-style’ reveal. The through-the-line campaign then inspired affinity for Glider by delivering simple benefit-led messaging and information about how to use the service.
By creating the Glider brand, and not just introducing a bendy bus, Translink smashed all its targets, generated a £340m economic boost, and left a social and cultural legacy that has transformed a generation by finally connecting the east and west of Belfast.
additional passenger journeys in year 1
additional revenue in year 1
return on advertising investment in year 1
© 2024 Ardmore Advertising.
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