Having set the bar high with our Catch the Summer campaign in 2017, Transport for Greater Manchester were looking to keep the momentum going with their 2018 Metrolink off-peak travel campaign. Their target was to increase tram use and revenue during off-peak times with an ROI of at least 300%. No small feat. What’s more, this year’s campaign would need to stretch beyond summer, and across three distinct seasons.
To create a campaign that stays fresh for 8 months, we shift the focus from the ‘season’ and delve deeper into ‘experience’. Using our tried and tested social engagement strategy, Metrolink will promote, enable and curate a diverse collection of special ‘moments’ from across the city.
We created an integrated campaign that encouraged members of the public to #catchthemoment and share it with us via Facebook
(paid and organic), Instagram stories, Snapchat, OOH and on-network content. We used vibrant, animated imagery to highlight the diverse range of cultural events and attractions across the city.
To maintain interest across the
8 month campaign, the design was refreshed with each season; spring, summer and autumn.
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