To stimulate usage of Metro services, by increasing awareness of Metro through a strategy of emotional positioning.
A fully animated campaign to illustrate the simplicity and ease of travelling by Metro.
“The Metro Connects campaign has successfully generated additional patronage for Metro, with growth of over 25% since service introduction equating to 6 million more people now using Metro for shopping, working and leisure. Metro has also been successfully repositioned versus the old Citybus image. Through the Metro Connects campaign it has become a modern, contemporary, urban brand; a modern brand for a modern city.”
Carol Marsden, Translink Brand Manager