Following a competitive pitch, Transport for Greater Manchester (TfGM) has appointed Dinosaur as its creative agency for their annual Metrolink off-peak travel campaign.
The Manchester-based agency will lead the campaign across out of home, dynamic paid social, digital display and YouTube pre-roll to promote off-peak journeys for 2019. The campaign launches this week.
Mark Beaumont, Dinosaur’s chief creative officer, says:
“We’ve worked with Metrolink to develop their successful off-peak campaigns for the past two years. To be awarded the opportunity for a third time – to build on what we’ve achieved – is a great sense of accomplishment and a credit to our talented team.”
The brief was to raise awareness of the breadth of the network, highlight the opportunities it gives people to explore the communities they live in, and to get more people using the tram outside of commuter hours.
The new campaign, ‘Open for Adventure’, shows the iconic tram doors opening to amazing locations you know, and some hidden gems you’re yet to discover.
Mark adds: “There is a fundamental truth that Greater Manchester is ever-expanding, and that brings more and more entertainment, activities, and things to see and do. And yet, we couldn’t just show all the great things Greater Manchester had to offer, we had to show how it’s the tram that can get you there. And with the introduction of new zonal fares across the network, Metrolink have made it easier than ever to travel around the region.”
The campaign will also see the launch of a newly updated, inspiring and highly functional journey planner – which can help you find your next adventure, by tram, of course.
Mike Mellor, Head of Commercial and Marketing at TfGM, says:
“Dinosaur has, once again, shown a great understanding of what we want to achieve throughout 2019 – understanding our values and positioning with an engaging creative idea that will inspire people to explore Greater Manchester by tram.”