We were delighted to launch the refurbished Enterprise trains with our latest Translink campaign.
The cross-border Enterprise rail service linking Belfast and Dublin has just undergone a major £12.2 million upgrade programme. The transformation of the fleet is incredible with new stylist interiors and improved passenger features. Travelling by Enterprise is not just about reaching your destination, it’s about the unique journey experiences, free from the hassle of traffic congestion and car parking, free to spend your time how you wish, relaxing.
The campaign objectives were to stimulate and increase North to South cross-border passenger journeys, to regain lapsed users who may have moved to alternative modes, to encourage leisure travellers to choose Dublin for a day trip or short break and to encourage business travellers to use Enterprise.
Our campaign creative creates awareness of the improvements to the Enterprise trains as a result of the refurbishment and highlights the benefits this will bring to the consumer. Furthermore it portrays the brand personality and values of Enterprise and reinforces the excellent value for money of the service.
We put the customer experience at the heart of our creative. We undertook a photography shoot aboard a refurbished train and captured the moments that conveyed all the great benefits of Enterprise and showcased the improvements; a businessman using the power sockets for his work laptop, friends enjoying the improved menu, the same consistent welcome from Enterprise staff. All the little touches that give travellers that unique, relaxing journey experience.
Our campaign will run on outdoor, press, radio, digital and promotional literature throughout November and December.