Encouraging travellers to use Metrolink has been a key piece of activity for SKV in the run up to Christmas for the past two years. Digital activity including creation of the web app, journey planners and telling the story of character Noel the Elf and his exploits has driven eyeballs to site, encouraged contactless payment and grown sales across the tram network.
Shifting behaviour to build usage of the Metrolink, explore Greater Manchester and its many gems and use contactless payment for journeys is an important objective in the run up to Christmas for Transport for Greater Manchester (TfGM).
Working closely with some of Manchester’s favourite attractions, SKV created social content and concepts to drive users to the microsite to give added value to Metrolink customers, encourage travel and help position Metrolink as an engaging and creative brand personality.
Each week, followers were driven to discover the location of specially created Noel the Elf and Noella Christmas tree baubles. Golden Noel baubles were positioned as limited edition, offering free off-peak family travel throughout the festive period. Both bauble types enabled users to enter the weekly social media competition offering a mix of family prizes and shopping vouchers, helping to generate user generated content (UGC).
SKV produced fun, creative content to represent the TfGM brand and help relay key messaging from the campaign and support Metrolink ticket sales, whilst also highlighting the benefits of zones and contactless payment. Engagement levels and communication of key messages in a creative format worked to achieve the overall campaign aims and shift behaviours to ensure more people took the tram in the festive season.