JAM has been appointed by Transport for Greater Manchester (TfGM) to launch its Christmas campaign following a competitive pitch, with a unique campaign that truly captures the personality of Noel, TfGM’s Mancunian elf.
Integrated agency, JAM developed a bespoke PR, social, digital and creative campaign, which centres around a fully optimised interactive map, enabling users to choose from six themed routes to follow Noel around Greater Manchester and explore the region’s alternative Christmas offerings. Options include ‘Frosty the show-man’ and ‘An independent foodie Christmas’. The map, which features illustrations and gifs developed by JAM, also highlights TfGM’s Metrolink and Metroshuttle transport options to get people to the various places highlighted on the map.
To support the launch of the interactive map, JAM has also developed a series of quirky animations and gifs that will be used across social media, a bespoke Snapchat filter, as well as a bank of social media content that will run throughout the course of the campaign.
The agency has also set up promotional and experiential activity, which will appear on the streets of Greater Manchester in November and December, as well as a number of partner giveaways throughout the duration of the campaign.
JAM has worked closely with Carat to support the campaign from a paid media perspective, as well as Key 103, TfGM’s radio partner, from an experiential perspective.
Jaime Gee, managing director of JAM, said: “We’re delighted to be working with TfGM to launch its Christmas campaign. We wanted to take Noel on a tour of Greater Manchester and showcase the Christmas activities happening around the districts, which is where the idea of our interactive map came from. We use illustrations, matching Noel’s style, along with animated gifs and copy with a Northern twang to bring Noel to life in a true Mancunian fashion.
“It’s a real testament to the skills of the entire JAM team that we’ve been able to launch this fully integrated campaign, which encompasses creative, web design, animation, experiential and social medial.”
Mike Mellor, Head of Commercial & Marketing at TfGM, added: “We developed this marketing campaign to show the breadth of the Metrolink network and encourage more customers onto the system, which will also help reduce congestion across the district over this busy period. This will help to ensure people can travel across Greater Manchester more easily and also more safely.
“JAM impressed us with their creative ideas to bring Noel to life. The campaign has been well received so far and we’re looking forward to letting people see what Noel gets up to over Christmas!”
To view the map, visit www.tfgm-noel.com, or search #TfGMNoel on Facebook, Twitter and Instagram to see how the campaign is playing out on social media.
