15 June 2010
GR gets carried away with Metro
DB Regio Tyne and Wear Ltd (DBTW), the company which operates stations and trains on the Tyne and Wear Metro on behalf of Nexus, has appointed Gardiner Richardson to highlight the benefits of the transport network to travellers across the region.
A North East icon for over 30 years, DBTW wanted to raise the profile of Metro in the minds of current and potential travellers, increasing the number of journeys taken on Metro each year.
The 12 month campaign will highlight the key benefits Metro brings travellers – for example saving money, saving time and helping them to be punctual. The creative uses a consistent graphic device, injected with fun illustrative elements and copy to highlight Metro’s personality.
We've worked closely with Mike Lynch Advertising on planning the media for the campaign, which will be promoted on and around the Metro system.
The creative aims to talk to existing users, with messages reassuring travellers about the improvements that are been made to the system, as well as the savings that can be made through Metro travel – and highlighting the fun things those savings could be spent on. It will run across the whole system on carriage cards, ticket machines, concourse, escalator and carriage posters, and screens in Haymarket station.
Outside the Metro system, the campaign seeks to encourage new users to consider Metro as an affordable, easy mode of transport. As well as radio, press, online and outdoor, the creative will feature around Metro stations through doordrops, ambient media and within community hubs in an 800 metre radius of stations.
DBTW business manager, David De Ivey said, “We went through a competitive pitch to find an agency who were best suited to deliver our brief to generate more passenger journeys on Metro.
“Gardiner Richardson understood our market and our proposition and have created a campaign that we believe will be well received by both current and potential Metro users.”