Christmas is the season for giving. With that festive thought in mind, we were delighted to work with Translink to highlight their gift to all Ulsterbus and Goldline users across Northern Ireland; Free Return travel on all services in the run up to Christmas!
In our novel approach, we showcased free returns as a gift with bold and eye-catching iconography. We worked with our friends at The Picture House and The Sound House to create an animation that got the festive message across in just 10 seconds, incorporated a Christmas jingle and used one of Northern Ireland’s friendliest voiceover artists which ensured that the campaign chimed with Christmas spirit.
In a media landscape that is hugely cluttered in the run up to Christmas, we needed to achieve cut through and reach as many of the population as possible. TV and outdoor transit were used to deliver our message to as wide an audience as possible. Programmatic digital and an 8-week radio sponsorship also helped to target a key demographic on a frequent and timely basis.
Since the campaign launched, the use of the Goldline and Ulsterbus services has increased significantly. To date, there have been six consecutive weeks of growth, with the latest week highlighting a 11% increase week on week in use of the services. This is against the backdrop of an 8% decrease year on year before the campaign aired.
Christmas really is a gift with Goldline and Ulsterbus. Make sure you check out translink.co.uk for all their fabulous festive offers!