Metrolink

Challenge

After successful campaigns for Metrolink in 2017 and 2018, Dinosaur was tasked with raising off-peak traffic on the tram network for a third time in 2019. With the introduction of a simpler zonal ticketing system, improved lines and a new digital journey planner, it has never been a better time to use the tram. However, with so many reasons to switch, how could we be single-minded in order to persuade car drivers and tram commuters to use the tram more during off-peak periods?

Provocative Thought

Leisure and entertainment in Greater Manchester is on an upward curve. But with so much to see and do across an increasingly busy region, it’s not always easy to get there. With the tram, it’s effortless: the doors open and you’re there – right at the heart of where you want to be. When it comes to travel, the tram is your portal to a region full of adventure.

Solution

We didn’t just show all the great things Greater Manchester has to offer. We showed them in a way that directly linked the tram as a facilitator. Our creative platform of ‘Open for Adventure’ focused on the iconic tram doors opening to amazing locations you know, and some hidden gems you’re yet to discover. The campaign ran across OOH, dynamic paid social, digital display, YouTube pre-roll and a highly functional Google API-based site – inspiring you find your next adventure, by tram, of course.