Translink marketing team recognised across UK & Ireland
Translink’s marketing team is celebrating having picked up a plethora of awards for its Life’s Better campaign over the past year. The public transport company’s 15 month long marketing campaign has received 10 awards from industry organisations, while in the last month its yLink: Access all Areas campaign picked up the Innovation award at the CIM UK Awards in London.
Commenting on the success to date Norman Maynes, Head of Business Development at Translink said, “We are delighted at the acknowledgement both campaigns have received from both trade and industry peers. To be recognised at a this level, beating top national organisations like PwC, Diageo, Legal & General and Sky TV is a huge endorsement of the work going on in Translink.
“The Life’s Better campaign, has also achieved multiple national, regional and all Ireland accolades including the UK Rail Business Awards, the Publicity Association of Northern Ireland, the Chartered Institute of Marketing, Association of Promotional Marketing Consultants as well as the CIPR, in recognition for its advertising and PR strategies, social media and digital and promotional activities. The campaign has been responsible for driving real engagement with new and existing passengers in a meaningful way and in turn helped us to exceed our government targets for passenger numbers in 2014/15.
“The yLink campaign, which looked beyond traditional product branding, focused on innovative ways to communicate with the target audience, using tactics such as partnerships with retail and leisure brands, capitalising on the craze for ‘selfies’ to increase reach and engagement on social media and created a series of ‘money can’t buy’ experiences for cardholders.
“Some of the campaign’s key successes include direct revenue of £200k generated through initial card purchases and over £8 million from discounted yLink fares. In addition, yLink cardholders have made over 3.5 million journeys on the Translink bus and train network in the past two years,” Norman concluded.