THE CLIENT

In 2018 Translink launched the Glider Service in Belfast – A project years in the planning with a focussed vision to modernise the public transport infrastructure, making it more accessible, reliable and sustainable for residents and visitors in the city. 

CHALLENGE

Glider meant new vehicles and routes, new off-board payment and ticket validation, new service halts and new onboard features (USB charging, free Wi-Fi and more standing room). This was a total step change for Belfast commuters and would require a campaign that promoted behavioural change in public transport users and non-users to a brand-new rapid transit service. 

SOLUTION

The advertising focussed on building “gradual affinity” for the service. Delivering simple to understand information that would establish & build the Glider brand to prime people with information about how to use the service and the ways they would benefit from it.   

RESULTS

+ 2.3m


additional passenger journeys in year 1

£ 2.7m


in additional revenue in year 1

257%


Return on marketing investment in year 1

OTHER WORK

Stena Line

Visit Belfast

Translink Glider

National Trust

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