Merseyrail is the train operating company for Merseyside and Wirral providing an urban network of vital importance to the transport infrastructure of the Liverpool City Region.
Merseyrail appointed Glow to conceive and deploy an innovative new digital campaign to encourage travel on the network, during the school summer holidays.
The Brief: To create a digital, summer days out guide, showcasing activities that can be accessed by using Merseyrail in order to drive uptake of transport services, especially family tickets.
The solution: Glow devised an innovative cross platform campaign, centred around a Summer Fun Activity Chooser which allows the user to specify activity type, cost and date and then returns a list of suitable activities, all within range of the Merseyrail network. The user can shortlist activities they are interested in and even set reminders – ideal for planning kids activities and keeping them busy throughout the school holidays.
The campaign makes use of a combination of innovative technologies including:
- SMS Text Message Reminders
- Adaptive design – website adapts to work optimally for multiple devices
- Mobile interface
The campaign was promoted offline with local radio and newspaper coverage including a full inside / outside cover METRO wrap.
http://www.merseyrail.org/summerfun
