The Brief

How do you talk to over half a million NET Nottingham tram customers and get the message right? Well that’s simple, you ask Archer Hampson.

Our Thinking

Following on from Archer Hampson’s launch of NET’s new website in 2015, we were asked to get our creative juices flowing once again to help push the newly expanded tram network’s messages far and wide across Nottingham.

With the tram now stopping close to thousands more, it was important to help position the network as a clean, easy and efficient way of getting around the city, whilst also highlighting NET’s customer-focused approach.

Working alongside colleagues at QED PR and closely with NET’s marketing team, we helped create a programme of regular activity that would give the newly expanded network multiple opportunities to promote itself.

Our Actions

With a varied programme including tram naming events, ticket promotions and new partnerships with Nottingham’s leading businesses and attractions, we made sure NET regularly appeared in the news for all the right reasons. We even helped the network piggy-back on a few more slightly ‘out there’ national crazes.

Helping to manage both the traditional side of press relations with newer digital platforms enabled us to make sure each campaign was carefully thought out and deployed for optimum impact across a wide variety of communication channels.

Press releases sent to local and national outlets were supported by regular social media posts, which were further backed up by regular e-shots, helping to ensure NET’s latest news travelled far and wide.

Their Reaction

NET’s regular press engagement has provided it with a consistent voice and one that customer’s want to hear from.

At the end of the day, it’s all about getting bums on seats (or people on trams!) and our efforts have helped achieve this. Patronage on the network continues to grow month by month and we’ll continue to utilise all the channels we can to position NET as one of the leading local transport operators in the country.