Detailed description (English): #SMARTMOVERS use their time wisely by choosing a 'smarter and more active way to travel'. This multi-media advertising campaign by Translink promotes the benefits of choosing public transport giving them some 'me time' during their journey. The campaign features real Translink passengers who choose to travel by bus and train instead of the private car. The campaign call to action is ‘Join the Smartmovers’ and the strapline ‘For a smarter and more active way to travel’.
Passengers were invited to volunteer to participate in the campaign, achieving significant customer engagement and adding credibility to the message. Five lead characters with a range of travel profiles were selected to lead the campaign, plus a supporting cast of approximately 50 passengers. From commuters and students to family days out and retirees, the campaign appeals to a wide audience.
Launched in March 2017, this 2-3 year campaign delivers bursts of multi-media activity approximately every 6 months, complimented with an on-going digital and social media presence (including organic posts) plus promotional activity. 2017 media bursts are 13/03/2017 – 21/05/2017 and 04/09/2017 – 29/10/2017.
Targeting all adults in Northern Ireland, the media mix for #SMARTMOVERS includes TV, radio, outdoor, digital, social media, transit advertising, press and printed media.
Target group(s): All adults in Northern Ireland - commuters, students, retirees, families, leisure travellers, etc.
Objectives: To present bus and train travel as an accessible and attractive option for commuters and students, and other regular travellers. And to encourage leisure day-trippers to use public transport instead of defaulting to the car.
Expected Outcomes: More people in Northern Ireland choosing public transport options for their regular commute or for days or nights out.
Increased levels of passenger engagement throughout the life of the campaign and greater awareness of the bus and train options available.
Partner: N/A