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Finding The Right Message For Edinburgh Trams

 

As a new transport network in a capital city, Edinburgh Trams needed to engage customers in the most effective way possible. That’s why they got in touch with Archer Hampson.





Finding The Right Message for Edinburgh Trams



Our Thinking


Having a proven track record with other key transport operators, Edinburgh Trams approached Archer Hampson in late 2016 for help with its communications.

Whilst its dedicated Customer Service team did a fantastic job of helping customers with queries through digital platforms such as Twitter and Facebook, Edinburgh Trams needed to start shouting about what made its service so fantastic and beneficial to both local residents and visitors to Scotland’s capital.

Alongside publicising great ticket offers and regular services throughout the day, we needed to push Edinburgh Trams as THE best way of getting to major events taking place the city.

Our Actions


Immediately identifying a number of key events in the upcoming calendar (Six Nations Rugby, The Royal Highland Show, a Robbie Williams concert amongst them) we began promoting the tram as the easiest way to get to events that were likely to attract tens of thousands of people.

Combining traditional press releases with digital campaigns we made sure Edinburgh Trams promoted itself way beyond its usual reach.

Carefully timed releases were sent to the local press, whilst social media platforms were utilised to provide a second and even third bite of the cherry as we looked to increase awareness of Edinburgh Trams’ services in the days leading up to particular events.

Amongst regular posts (tailored for maximum engagement), targeted competitions and videos were deployed on Facebook and Twitter, with some individual posts reaching well over 100,000 people.

Their Reaction


Our work has helped position the tram as the best way to get to major events in Edinburgh for both visitors and local residents.

Rather pleasingly, our campaigns helped Edinburgh Trams toward its busiest day on record, with 28,000 passenger journeys being made on the system during the day that Scotland took on Wales in the Six Nations at Murrayfield.

Of course, stats are always there to be beaten, so we look forward to help Edinburgh Trams top that figure once again in the near future!