Translink wanted to encourage new and existing passengers to use the train more during off-peak times during Autumn / Winter 2016. Traditionally this season is a period where leisure travel dips (following the Summer / school holidays). To encourage usage, Translink wanted to promote their good value off-peak fare offering e.g. 1/3 off day tickets after 9.30pm, and secondly appeal to Senior Smartpass holders.
Our response to the brief, was an eye-catching typographical treatment that clearly established the time of travel, promoted the fare offering and illustrated what you could use your time for. Three creatives were developed in this style to appeal to the various audiences; a night-time creative and a day-time creative using imagery to appeal to a younger / family audience, and a generic creative using more leisurely imagery (e.g. flowers, coffee) to appeal to Senior Smartpass holders.
A multi-media campaign will run from October to December to ensure a strong market presence; key outdoor sites across the NI Railways network supported by a radio, press and digital.