Translink: Making smart moves to get back into the fast lane

Translink, Northern Ireland's (NI) public transport provider, reversed the decline in passenger journeys by launching 24 distinct promotions across Northern Ireland.

Campaign details

Brand: TranslinkAdvertiser: TranslinkAgency: Ardmore Advertising

Introduction

This is the story of how Translink, Northern Ireland's (NI) public transport provider, transformed a 1.6m decline in passenger journeys into a 2.29m growth in passenger journeys in just one year (2016/17 vs. 2015/16), from an advertising investment of £527,412. In the process, and when there was a 20% decline in public funding for the service, Translink's group revenue increased by £7.3m by the end of the 2017 calendar year compared to 2015, the year before the campaign started.

This reversal in fortunes was the result of...

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