The Traveline Heroes campaign was a 6-month multi-platform advertising campaign run by Traveline Cymru, Wales' public transport information service, to raise awareness of their services and encourage modal shift to public transport. Real Traveline customers were featured as "brand ambassadors" across advertising to share how Traveline helped them. The campaign included TV, radio, outdoor, and social media advertising, as well as events and competitions. It successfully generated over 4,740 entries from members of the public sharing their reasons for being Traveline Heroes.
The Traveline Challenge was a multi-platform advertising campaign run by Traveline Cymru to encourage people in Wales to consider more sustainable travel options. Over 4,500 people pledged to change their travel habits as part of the campaign. The campaign used various media like radio, print, and online advertising to raise awareness of sustainable transport options and Traveline Cymru's services. Evaluation found the campaign was successful in significantly increasing awareness of Traveline Cymru and pledges to use alternative transportation. Lessons learned will be applied to future annual iterations of the campaign.
Kmg Uma 4 X4 Challenge Sponsorship ProposalSabuni Kamal
The Uganda Motorsports Arena is organizing the annual 4x4 Challenge on October 2nd, 2011 to raise funds for Mildmay Uganda's Elizabeth Ward, which provides care to HIV/AIDS patients ages 0-18. The event will include a 4x4 race, health exhibitions, and performances. Sponsorship levels ranging from 30 million UGX to 5 million UGX are available in exchange for branding and advertising opportunities to support the goal of funding patient care for six months.
We manufacture, design print and install lamppost brackets and banners.
http://www.lamppostbanners.com
We can just supply the brackets or deliver the full service - whatever your requirements. We can also secure the necessary permissions from Highways departments to use the columns you want.
Bournemouth Tourism focused on a viral marketing campaign, with their Bournemouth V California you tube video – the measurement and associated PR showed the need for careful planning, control and measurement of such activity in order to not miss any opportunity.
This paper demonstrates the relation between the ability of television series as a promotional tool and the popularity of tourist destinations. Not only will the phenomenon of film-induced tourism will be explained, which is a widely growing aspect within the tourism industry, but also the profile of the film tourist will be outlined. A practical case study examines the impact of three immense popular television series on their filming locations, based on data collected from official tourist boards, companies who offer services or products related to a television series and local accommodation companies.
The document discusses different types of theatre companies and their marketing strategies. Repertory companies have a set repertoire of plays they perform each night. Touring companies create and perform shows in different venues nationally or internationally. The Mayflower Theatre commonly offers package deals for shows and uses slogans from positive reviews to promote productions like "The Bodyguard." Forest Forge uses social media, posters, billboards, and word-of-mouth marketing through its contacts to promote its smaller, local shows. Both companies employ marketing methods suitable to their budgets and target audiences.
The impact of film-induced tourism on the hotel business.Mathilde Gaudin
How movies set in hotels can increase the etablishment notoriety and attendancy and should good marketing and sales strategies be developped to promote these cinematic events?
The Traveline Challenge was a multi-platform advertising campaign run by Traveline Cymru to encourage people in Wales to consider more sustainable travel options. Over 4,500 people pledged to change their travel habits as part of the campaign. The campaign used various media like radio, print, and online advertising to raise awareness of sustainable transport options and Traveline Cymru's services. Evaluation found the campaign was successful in significantly increasing awareness of Traveline Cymru and pledges to use alternative transportation. Lessons learned will be applied to future annual iterations of the campaign.
Kmg Uma 4 X4 Challenge Sponsorship ProposalSabuni Kamal
The Uganda Motorsports Arena is organizing the annual 4x4 Challenge on October 2nd, 2011 to raise funds for Mildmay Uganda's Elizabeth Ward, which provides care to HIV/AIDS patients ages 0-18. The event will include a 4x4 race, health exhibitions, and performances. Sponsorship levels ranging from 30 million UGX to 5 million UGX are available in exchange for branding and advertising opportunities to support the goal of funding patient care for six months.
We manufacture, design print and install lamppost brackets and banners.
http://www.lamppostbanners.com
We can just supply the brackets or deliver the full service - whatever your requirements. We can also secure the necessary permissions from Highways departments to use the columns you want.
Bournemouth Tourism focused on a viral marketing campaign, with their Bournemouth V California you tube video – the measurement and associated PR showed the need for careful planning, control and measurement of such activity in order to not miss any opportunity.
This paper demonstrates the relation between the ability of television series as a promotional tool and the popularity of tourist destinations. Not only will the phenomenon of film-induced tourism will be explained, which is a widely growing aspect within the tourism industry, but also the profile of the film tourist will be outlined. A practical case study examines the impact of three immense popular television series on their filming locations, based on data collected from official tourist boards, companies who offer services or products related to a television series and local accommodation companies.
The document discusses different types of theatre companies and their marketing strategies. Repertory companies have a set repertoire of plays they perform each night. Touring companies create and perform shows in different venues nationally or internationally. The Mayflower Theatre commonly offers package deals for shows and uses slogans from positive reviews to promote productions like "The Bodyguard." Forest Forge uses social media, posters, billboards, and word-of-mouth marketing through its contacts to promote its smaller, local shows. Both companies employ marketing methods suitable to their budgets and target audiences.
The impact of film-induced tourism on the hotel business.Mathilde Gaudin
How movies set in hotels can increase the etablishment notoriety and attendancy and should good marketing and sales strategies be developped to promote these cinematic events?
Siren Integrated Comms provided communication services for Frasers Centrepoint Malls from 2011 to 2012. Their objectives were to engage shoppers through mall campaigns and drive media exposure for all 10 malls. They delivered key campaigns and communication across events, social media, PR and media relations. Some examples included a community outreach with underprivileged children, picture book and animation workshops, branding interviews, the launch of Changi City Point mall, and supporting campaigns like Chinese New Year and The Great Singapore Sale. Their efforts secured close to $250,000 in earned media coverage across mainstream publications, online sites, and lifestyle magazines.
The nighshelter in Cardiff was in danger of closing due to funding cuts. They needed to raise £62,000 by March to keep it open. They launched a crowdfunding campaign on Crowdfunder in December, utilizing social media, press, and traditional fundraising. They exceeded their goal, raising over £72,000, allowing the nightshelter to remain open and prevent over 250 people from becoming homeless. Key to their success was strong communications, engaging the local community, leveraging press and social media, and combining traditional and crowdfunding efforts.
BTO – Buy Tourism Online 2012
Day TWO, 30 Novembre
11.40, Main Hall
This land is your land…this land is my land
Rewind: http://www.buytourismonline.com/day_two/land/
Internet ha rivoluzionato il mercato turistico. E’ cosa nota. Ma in Italia la domanda è molto più avanti dell’offerta. L’Italia è sempre molto richiesta dai portali delle grandi OLTA. La Pubblica Amministrazione, partita con grande ritardo, come sta affrontando questa rivoluzione? Ed in particolare: come si rapporta con lo sviluppo esponenziale sui Social Media? Quali scelte sul tema della promo- commercializzazione? Quali le strategie per il futuro verso nuovi mercati e nuovi turismi?
Panel discussion
Coordina Roberta Milano, BTO Educational
Video introduttivo in esclusiva per BTO – Buy Tourism Online 2012:
Australia Turismo
Ne discutono:
Emanuele Burioni, Emilia Romagna
Sergio Cagol, Trentino
Gianpiero Perri, ApT Basilicata
Alberto Peruzzini, Toscana Promozione
Giovanni Tarpani, Regione Umbria
Unilever teamed up with Trinity Mirror to encourage communities to join in The Patron's Lunch celebrations, with a four-page pull out providing tips, tricks and recipes on how to host the ultimate local street party.
[Cruise Marketing] Targeting Cruise Audiences on Social MediaDigital Visitor
Perpetually in a state of active development, social media is fast becoming the most sophisticated instrument in the toolbelt of today’s digital marketer. And brands are recognising the inherent value of social networks, with social media spend set to exceed 20% of marketing budgets within 5 years.
As users, we give away more personal data than ever before and networks like Facebook have access to the lion's share. Access to such a wealth of data and a focus on technological developments within social media means that marketers and brands are able to target specific audiences more easily than ever before.
Last week, Managing Director at Digital Visitor, Anthony Rawlins, took to the lectern at the 2016 CLIA river Cruise Convention in Amsterdam. In his presentation, he talked in-depth about how the cruise industry can use social media to target its key audiences on social media.
Below is the presentation as it appeared on stage, from which you can expect to gain an understanding of:
A background to social media
Key social media tactics and techniques
Social media advertising and background
Targeting option on social
Performance of social media vs. traditional media
Celebrating 15 years of creating and producing incredible Experiential events. We bring brands and people closer together using technology, brand experience and digital marketing channels. Part creative, part innovation. All heart.
A fearless independent Brand Experience agency with in-house production. We deliver unique end to end campaigns for agencies and brands across the world. Combining operational precision with bold creativity, we bring people and brands closer together.
Committed to innovation and driven by experience, we turn the impossible into a reality.
CREATIVE STRATEGIES IN ADVERTISING AND PUBLIC RELATIONST HARI KUMAR
The document discusses various advertising campaigns that utilize creative strategies and tools. It provides examples of campaigns by Titan Watches, ShopClues, and Coca-Cola. The Titan campaign created an emotional advertisement around the holidays to promote the "joy of gifting." ShopClues revamped their website and launched a mass media campaign across TV and online channels in India to attract new customers. Coca-Cola's 2013 campaign brought people in India and Pakistan together through virtual interactions using vending machines. The document also discusses the rise of "selfies" and how some companies have implemented selfie-focused campaigns.
This document outlines an IMC campaign strategy to fundraise for LauraLynn Children's Hospice through an event called "Strictly LauraLynn". The 8-week event will involve participants taking dance lessons. The campaign objectives are to increase brand awareness, volunteer numbers, donations, and online engagement. The target markets are consumers and corporations. The marketing mix involves the dance event held at the Royal Marine Hotel. The IMC strategy includes advertising, PR, digital marketing, and direct marketing. The budget allocates funds across various marketing tools from October to February to promote the event and drive donations.
Mbrand3 - Model Case - Telecom [English version]bombrand3
Presents various advertising campains in the Telecom industry.
See what SFR, Orange and Bouygues, the 3 titans in the mobile telecom industry in France, have done in terms of mobile marketing
Mbrand3 is the 1st Mobile Advertising independent Network in France
The document provides an update from various partners of NewcastleGateshead. It discusses 2012 performance including hotel occupancy rates, visitor numbers to attractions, and international visitor numbers. It also discusses upcoming research including a visitor survey and hotel study. Other sections discuss the online shop, business tourism events, marketing campaigns, and place branding efforts. The goal is to keep partners informed and provide opportunities for involvement and partnership.
Tourism Victoria aims to increase overnight visits from Sydney backpackers aged 18-29 to Melbourne in spring/summer 2010-11 by 15%. Competing destinations include Queensland, Western Australia, Northern Territory, and New Zealand. The $800k campaign budget gives Tourism Victoria a 15% share of the voice. Advertising will highlight events in Melbourne like the AFL Grand Final, arts festivals, and tennis, and drive traffic to the Backpack Melbourne website. The media plan utilizes radio, print, and online outlets popular with Sydney backpackers to reach them with the campaign message at least four times throughout the campaign period.
This personal portfolio document summarizes LouAnn Schafer's work with three clients in 2016: United Federal Credit Union, Chamberlain Group, and Gladiator GarageWorks. For UFCU, Schafer led promotional campaigns, events, advertising, and digital efforts to grow membership and loans. For Chamberlain, she worked on connected home devices and intelligent lighting products. For Gladiator, Schafer helped shift the brand strategy to focus on lifestyle imagery and organized multiple national and regional awareness campaigns using various advertising, PR, and social media tools.
- Aviva's "You Are The Big Picture" campaign featured giant portraits of customers, employees, partners and community members wrapped around prominent buildings in 6 major cities worldwide.
- The campaign had social media and engagement at its core, allowing people to upload photos that would be projected onto buildings. It supported Aviva's goal of putting customers at the heart of everything they do.
- By linking the campaign to Facebook and YouTube, Aviva was able to generate significant engagement from audiences around the world and strengthen relationships with its customers.
Ptarmigan Bell Pottinger Consumer Credentialsadamleeds
Ptarmigan Bell Pottinger is a PR agency with 10 specialists in Leeds and is part of the larger Bell Pottinger Group. They focus on consumer PR and identifying effective communications strategies. They have experience delivering campaigns for clients across various sectors including retail, consumer goods, public and third. Their approach involves identifying target audiences and creative ways to engage them. They have worked with clients such as Camelot, Nestle, Virgin Media, NHS, ASDA, and npower on campaigns ranging from product launches to awareness and behavioral change initiatives. Client testimonials praise their creative ideas, execution, and success in exceeding expectations and driving results.
Virgin Holidays and News UK - Unleash your mojoNewsworks
How a rich content partnership with News UK helped Virgin Holidays to encourage consideration and recommendation across a broad range of holiday destinations.
Castlepoint Shopping Park wanted to move further into the fashion market and be known as a fashion destination to their customer. One of the key objectives to achieve this was to create a personality for the centre and in doing so enhance and show this through their digital marketing. Castlepoint were active in most elements of on-line marketing but required more focus on social media, in particular Facebook and Twitter. Customer relationship management was a critical element to their overall marketing strategy for 2013.
OneBigIdea is a specialist media marketing agency that helps media owners meet advertising and sponsorship goals. It has an experienced team with expertise in the media sector and marketing strategy. OneBigIdea creates compelling reasons for advertisers to engage with media properties through powerful engagement marketing techniques that combine digital and promotional activities. It provides flexible, personalized support for projects of any size or complexity.
This document lists various marketing campaigns that a company has worked on. It provides details on each campaign such as the client, brand, and scope of work. The campaigns covered a wide range of industries including education, consumer goods, real estate, and construction materials. The scope of work included activities such as creative strategy, content creation, social media management, digital advertising, and public relations.
Siren Integrated Comms provided communication services for Frasers Centrepoint Malls from 2011 to 2012. Their objectives were to engage shoppers through mall campaigns and drive media exposure for all 10 malls. They delivered key campaigns and communication across events, social media, PR and media relations. Some examples included a community outreach with underprivileged children, picture book and animation workshops, branding interviews, the launch of Changi City Point mall, and supporting campaigns like Chinese New Year and The Great Singapore Sale. Their efforts secured close to $250,000 in earned media coverage across mainstream publications, online sites, and lifestyle magazines.
The nighshelter in Cardiff was in danger of closing due to funding cuts. They needed to raise £62,000 by March to keep it open. They launched a crowdfunding campaign on Crowdfunder in December, utilizing social media, press, and traditional fundraising. They exceeded their goal, raising over £72,000, allowing the nightshelter to remain open and prevent over 250 people from becoming homeless. Key to their success was strong communications, engaging the local community, leveraging press and social media, and combining traditional and crowdfunding efforts.
BTO – Buy Tourism Online 2012
Day TWO, 30 Novembre
11.40, Main Hall
This land is your land…this land is my land
Rewind: http://www.buytourismonline.com/day_two/land/
Internet ha rivoluzionato il mercato turistico. E’ cosa nota. Ma in Italia la domanda è molto più avanti dell’offerta. L’Italia è sempre molto richiesta dai portali delle grandi OLTA. La Pubblica Amministrazione, partita con grande ritardo, come sta affrontando questa rivoluzione? Ed in particolare: come si rapporta con lo sviluppo esponenziale sui Social Media? Quali scelte sul tema della promo- commercializzazione? Quali le strategie per il futuro verso nuovi mercati e nuovi turismi?
Panel discussion
Coordina Roberta Milano, BTO Educational
Video introduttivo in esclusiva per BTO – Buy Tourism Online 2012:
Australia Turismo
Ne discutono:
Emanuele Burioni, Emilia Romagna
Sergio Cagol, Trentino
Gianpiero Perri, ApT Basilicata
Alberto Peruzzini, Toscana Promozione
Giovanni Tarpani, Regione Umbria
Unilever teamed up with Trinity Mirror to encourage communities to join in The Patron's Lunch celebrations, with a four-page pull out providing tips, tricks and recipes on how to host the ultimate local street party.
[Cruise Marketing] Targeting Cruise Audiences on Social MediaDigital Visitor
Perpetually in a state of active development, social media is fast becoming the most sophisticated instrument in the toolbelt of today’s digital marketer. And brands are recognising the inherent value of social networks, with social media spend set to exceed 20% of marketing budgets within 5 years.
As users, we give away more personal data than ever before and networks like Facebook have access to the lion's share. Access to such a wealth of data and a focus on technological developments within social media means that marketers and brands are able to target specific audiences more easily than ever before.
Last week, Managing Director at Digital Visitor, Anthony Rawlins, took to the lectern at the 2016 CLIA river Cruise Convention in Amsterdam. In his presentation, he talked in-depth about how the cruise industry can use social media to target its key audiences on social media.
Below is the presentation as it appeared on stage, from which you can expect to gain an understanding of:
A background to social media
Key social media tactics and techniques
Social media advertising and background
Targeting option on social
Performance of social media vs. traditional media
Celebrating 15 years of creating and producing incredible Experiential events. We bring brands and people closer together using technology, brand experience and digital marketing channels. Part creative, part innovation. All heart.
A fearless independent Brand Experience agency with in-house production. We deliver unique end to end campaigns for agencies and brands across the world. Combining operational precision with bold creativity, we bring people and brands closer together.
Committed to innovation and driven by experience, we turn the impossible into a reality.
CREATIVE STRATEGIES IN ADVERTISING AND PUBLIC RELATIONST HARI KUMAR
The document discusses various advertising campaigns that utilize creative strategies and tools. It provides examples of campaigns by Titan Watches, ShopClues, and Coca-Cola. The Titan campaign created an emotional advertisement around the holidays to promote the "joy of gifting." ShopClues revamped their website and launched a mass media campaign across TV and online channels in India to attract new customers. Coca-Cola's 2013 campaign brought people in India and Pakistan together through virtual interactions using vending machines. The document also discusses the rise of "selfies" and how some companies have implemented selfie-focused campaigns.
This document outlines an IMC campaign strategy to fundraise for LauraLynn Children's Hospice through an event called "Strictly LauraLynn". The 8-week event will involve participants taking dance lessons. The campaign objectives are to increase brand awareness, volunteer numbers, donations, and online engagement. The target markets are consumers and corporations. The marketing mix involves the dance event held at the Royal Marine Hotel. The IMC strategy includes advertising, PR, digital marketing, and direct marketing. The budget allocates funds across various marketing tools from October to February to promote the event and drive donations.
Mbrand3 - Model Case - Telecom [English version]bombrand3
Presents various advertising campains in the Telecom industry.
See what SFR, Orange and Bouygues, the 3 titans in the mobile telecom industry in France, have done in terms of mobile marketing
Mbrand3 is the 1st Mobile Advertising independent Network in France
The document provides an update from various partners of NewcastleGateshead. It discusses 2012 performance including hotel occupancy rates, visitor numbers to attractions, and international visitor numbers. It also discusses upcoming research including a visitor survey and hotel study. Other sections discuss the online shop, business tourism events, marketing campaigns, and place branding efforts. The goal is to keep partners informed and provide opportunities for involvement and partnership.
Tourism Victoria aims to increase overnight visits from Sydney backpackers aged 18-29 to Melbourne in spring/summer 2010-11 by 15%. Competing destinations include Queensland, Western Australia, Northern Territory, and New Zealand. The $800k campaign budget gives Tourism Victoria a 15% share of the voice. Advertising will highlight events in Melbourne like the AFL Grand Final, arts festivals, and tennis, and drive traffic to the Backpack Melbourne website. The media plan utilizes radio, print, and online outlets popular with Sydney backpackers to reach them with the campaign message at least four times throughout the campaign period.
This personal portfolio document summarizes LouAnn Schafer's work with three clients in 2016: United Federal Credit Union, Chamberlain Group, and Gladiator GarageWorks. For UFCU, Schafer led promotional campaigns, events, advertising, and digital efforts to grow membership and loans. For Chamberlain, she worked on connected home devices and intelligent lighting products. For Gladiator, Schafer helped shift the brand strategy to focus on lifestyle imagery and organized multiple national and regional awareness campaigns using various advertising, PR, and social media tools.
- Aviva's "You Are The Big Picture" campaign featured giant portraits of customers, employees, partners and community members wrapped around prominent buildings in 6 major cities worldwide.
- The campaign had social media and engagement at its core, allowing people to upload photos that would be projected onto buildings. It supported Aviva's goal of putting customers at the heart of everything they do.
- By linking the campaign to Facebook and YouTube, Aviva was able to generate significant engagement from audiences around the world and strengthen relationships with its customers.
Ptarmigan Bell Pottinger Consumer Credentialsadamleeds
Ptarmigan Bell Pottinger is a PR agency with 10 specialists in Leeds and is part of the larger Bell Pottinger Group. They focus on consumer PR and identifying effective communications strategies. They have experience delivering campaigns for clients across various sectors including retail, consumer goods, public and third. Their approach involves identifying target audiences and creative ways to engage them. They have worked with clients such as Camelot, Nestle, Virgin Media, NHS, ASDA, and npower on campaigns ranging from product launches to awareness and behavioral change initiatives. Client testimonials praise their creative ideas, execution, and success in exceeding expectations and driving results.
Virgin Holidays and News UK - Unleash your mojoNewsworks
How a rich content partnership with News UK helped Virgin Holidays to encourage consideration and recommendation across a broad range of holiday destinations.
Castlepoint Shopping Park wanted to move further into the fashion market and be known as a fashion destination to their customer. One of the key objectives to achieve this was to create a personality for the centre and in doing so enhance and show this through their digital marketing. Castlepoint were active in most elements of on-line marketing but required more focus on social media, in particular Facebook and Twitter. Customer relationship management was a critical element to their overall marketing strategy for 2013.
OneBigIdea is a specialist media marketing agency that helps media owners meet advertising and sponsorship goals. It has an experienced team with expertise in the media sector and marketing strategy. OneBigIdea creates compelling reasons for advertisers to engage with media properties through powerful engagement marketing techniques that combine digital and promotional activities. It provides flexible, personalized support for projects of any size or complexity.
This document lists various marketing campaigns that a company has worked on. It provides details on each campaign such as the client, brand, and scope of work. The campaigns covered a wide range of industries including education, consumer goods, real estate, and construction materials. The scope of work included activities such as creative strategy, content creation, social media management, digital advertising, and public relations.
2. INTRODUCTION
Traveline Cymru is the Welsh Government’s public transport information service in Wales providing
route, timetable and fare information for bus, coach and rail services in the country via a bilingual
website, bilingual contact centre based in North Wales and a suite of services for the mobile phone
including a text messaging service, mobile internet service and apps for both iPhone and Android.
Traveline Cymru’s role is two fold. Firstly, it is to provide the travelling public of Wales with a method of
obtaining unbiased and impartial information about their bus, coach and rail services. Secondly it is to
encourage those not already using public transport and other sustainable modes, to consider doing so
and therefore influencing modal shift in Wales.
One of the ways that Traveline Cymru strives to make an impact on modal shift is by conducting multi
platform advertising campaigns across Wales to raise the profile of the business, the services available
and to encourage people to think about how they travel. The Traveline Heroes campaign is one such
campaign.
ABOUT TRAVELINE HEROES
The original idea behind the Traveline Heroes campaign was to feature existing, real life Traveline Cymru
customers as brand ambassadors to encourage new customers and increase brand awareness. However,
simply using the idea of brand ambassadors was not considered quite enough to capture and hold the
public’s attention and imagination for the length of the campaign, so the Marketing Team sought the
advice of the company’s creative agency, limegreentangerine and the idea of Traveline Heroes was born.
The Traveline Heroes campaign was a medium sized multi platform advertising campaign based on the
idea that Traveline Cymru’s customers are their champions or ‘Heroes’ and using them as real life
models in the campaign artwork and adverts would give the campaign weight and endorsement as well
as encouraging more engagement from the general public.
The six month long campaign was focused largely online recognising that the majority of Traveline
Cymru customers utilise our digital, online and mobile services. This was then supported by more
traditional media to increase the reach of the campaign messaging.
The campaign messages were focused on the reasons our customers use Traveline Cymru to obtain
information for different scenarios in their day to day lives, from getting to work, to visiting their
grandchildren, to going to football training.
Customers were invited to tell Traveline Cymru why they thought they were Traveline Heroes and add
their entry to the Traveline Heroes microsite or via a freepost form which were handed out at the
events. The best ‘Heroes’ were selected and invited to feature in the Heroes Hall of Fame on the
microsite and at the end of the campaign, a winner was selected at random to win an iPad.
3. CAMPAIGN OBJECTIVES
The objectives of the campaign focused around the following key areas:
• Recognising and rewarding existing Traveline Cymru customers for using the Traveline Cymru
services.
• Using those customers as brand ambassadors to share the message about how using the
Traveline services can help in day to day life, therefore encouraging others to use the services.
• Educating the public about the various services available from Traveline Cymru and how they
can be used to obtain information.
• Increasing usage of the Traveline Cymru services.
• Increasing engagement with the various Traveline Cymru social media channels.
MEDIA & METHODOLOGY
The Traveline Heroes campaign combined traditional media, digital and social media to create a
campaign which would be recognised by customers of all age groups and locations across Wales. The
traditional media was focused on types which offered the most reach across Wales, such as radio and TV
and offered the best value.
This media included:
Traditional Media:
• Television advertising on ITV Wales
• Radio advertising on Real Radio (pan Wales) and Capital and Heart FM
• 48 Sheets in Cardiff, Swansea and Wrexham
• Sponsorship of events such as Access All Eirias and Ponty’s Big Weekend
• Poster sites and hand to hand leafleting at sixth forms and colleges across Wales
• Attendance at major events such as the Royal Welsh Show, Pembrokeshire Show and university
and college freshers fairs across Wales
• Television advert displayed on large screens in Cardiff City Centre
• Leaflet drops to various venues across Wales
4. Social & Digital Media:
• Twitter using the hashtag #TravelineHeroes
• Instagram profile running monthly competitions for the best photo of the Traveline Hero of your
journey (eg. Coffee, a good book, favourite music etc)
• Facebook featuring a Heroes Hall of Fame for entrants to the Instagram competition
• Pinterest featuring Heroes Boards
• Presence on the Student Room, an online Student’s Union for students across the UK
• Online support at ITV.com
• Campaign pages on Real, Capital and Heart’s websites
• Paid search on ‘Traveline Cymru’ and ‘Traveline Heroes’ on Google and Bing
The campaign also used the following to support the advertising effort:
• A bespoke Traveline Heroes microsite where visitors could enter their reasons for being a
Traveline Hero, they could watch the television advert or view our Heroes Hall of Fame to see
other entrants to the competition.
• A significant Traveline Heroes presence on our Traveline Cymru YouTube channel featuring the
television adverts in both English and Welsh, a video showing some behind the scenes footage
of the television advert shoot and a video of the launch event. These were all shared across
social media throughout the campaign.
• To encourage people to enter the competition and to provide their contact details for follow up
research, we included a prize draw to win an iPad as well as other monthly prizes on the
Instagram competition for travel related goodies such as rail tickets, headphones and magazine
subscriptions.
• We developed bespoke literature and freepost forms for the campaign to give customers the
option of making their Heroes entries by post.
• The campaign was very visual and we utilised the photographs from the launch along with
several targeted press releases to generate significant amounts of Wales wide PR for the
campaign.
• To raise the profile of the campaign we arranged for Traveline Cymru Ambassador, Iolo Williams
and a selection of the Traveline Heroes who featured across the campaign adverts and literature
to launch the campaign at Cardiff Central Railway Station. This generated a significant amount of
press and social media interest.
• We also used our direct mail package to communicate with customers regularly throughout the
campaign reminding them of the messages, advising about local events we would be attending
to allow them pop along and make a pledge in person, and encouraging them to share the
message with their friends.
5. CAMPAIGN COSTS
TRADITIONAL MEDIA: £32,787
SOCIAL MEDIA: £28,250
ARTWORK, PRINT & PHOTOGRAPHY: £7,547
PR: £2,915
TOTAL: £71,499
CAMPAIGN STAGES
STAGE 1: The Traveline Heroes concept is developed in collaboration with design agency,
limegreentangerine in November 2012. At the same time, media briefs were issued to several media
agencies to deliver the campaign media.
STAGE 2: Orchard Media & Events and Coup Media were awarded the joint media contract in November
2012 to deliver the media content for the campaign. It was a collaborative approach as Orchard
specialise in traditional media and Coup Media specialise in social and digital media and it was deemed
that both of their expertise would be needed for this campaign.
STAGE 3: Call put out for Traveline Heroes volunteers via social media and direct mail in December 2012.
A number of real customers volunteered to feature in the campaign.
STAGE 4: Traveline Heroes television advert is filmed on a Cardiff Bus with real Heroes featuring talking
about the ways that Traveline has helped them to be Heroes in their daily lives.
STAGE 5: Iolo Williams, Traveline Cymru Ambassador officially launches the campaign at Cardiff Central
Station with some of the Heroes present in March 2013.
STAGE 6: Campaign advertising kicks off with the television advert on ITV during Coronation Street on
Easter Monday 2013.
STAGE 7: Continued roll out of advertising and utilisation of the summer events calendar to raise the
profile of the campaign and recruit Traveline Heroes across Wales throughout the summer of 2013.
STAGE 8: Student, schools and colleges element of the campaign completed in tandem with the
university freshers fair events in September 2013.
STAGE 9: Campaign closes at the end of September 2013 and a winner is chosen from the 4,740 entries.
A photoshoot is arranged to present the winner with his prize and to be issued with the closing
campaign PR.
6. MEET THE TRAVELINE HEROES, HEROES OF THE PUBLIC TRANSPORT KIND
Find below the Traveline Heroes who came forward to feature in the campaign:
**Alex, could you insert all Heroes campaign pics with their stories alongside please? Stories below in
the order I’d like them to appear:**
Gerri
‘Gerri is a Traveline Hero because she uses the Traveline call centre to find out the times of the buses
to visit her grandchildren. Aren’t Grans great?’
Beth
‘Beth used the Traveline app to take her boyfriend by bus to see his favourite band! You’re App-
solutely a Traveline Hero!’
Kieran
‘Meet Traveline Hero Kieran … He used the Traveline journey planner last week to find bus times to
visit his Nan! Oooo! He’s a good boy! ‘
‘Mark
Mark used the Traveline Twitter feed to make sure he could get his bus to work during the snow!
That’s Tweeting Wonderful!
Sara
‘Sara is a Traveline Hero because she uses the Traveline cycle planner to help plan her daily commute
by bike. Sometimes she uses it to take her little girl out too.’
Ian
‘Ian is a Traveline Hero because he uses the Traveline app on his phone to find out train times to
make sure he’s not late for football practice. Score!’
Allison
‘Allison is a Traveline Hero because she uses the Traveline website to plan days out by train for her
children. She’s a Super Mum!’
Olivia
‘New to these shores, Olivia scooped super powers to whizz around Wales when she downloaded the
Traveline Cymru App. With her new found enhanced iAbility, she literally knows her adopted home
like the palm of her hand. Step into the Matrix Olivia!'
7. PHOTOGRAPHY
When it came to producing the campaign artwork, it was very important that our real life Heroes were
lit and photographed in a certain way to allow for the artwork to be dramatic and striking. We chose a
Cardiff based photographer, Kiran Ridley as his style of photography matched the look that was trying to
be achieved. Please see below some examples of our Heroes Gerry, Olivia, Ian, Sara and Allison:
8. ARTWORK:
The artwork then incorporated these different Heroes photos and their stories into the bespoke and
striking Traveline Heroes branding look and feel. This artwork was then also used on the television
advert, mircrosite, leaflets, banners, social media and other campaign media.
Traveline Heroes Web Banner
Traveline Heroes 48 Sheet
Traveline Heroes Entry Form:
9. TELEVISON ADVERT
The campaign launched with a television advert airing on ITV Wales on Easter Monday. The advert
featured three of our key Heroes and was shot on a Cardiff Bus in the car park at the ITV Wales Studios
at Culverhouse Cross in Cardiff.
The advert came in a number of different formats, a feature length advert showing all three of our key
television based Heroes and three shorter advert for each Hero. These adverts were then broadcast
during key programmes at different times throughout the day during April 2013.
To close the campaign, the same adverts were repeated during September 2013 as a reminder of the
campaign.
Stills from the advert can be found below:
10.
11. MICROSITE
An essential part of the campaign was the Traveline Heroes microsite which was accessible from the
Traveline Cymru website. The focus of this site was to provide a portal for those wishing to submit their
reasons for being a Traveline Hero online. The best of those Heroes entries were then contacted and
asked if they would like to feature in the Heroes Hall of Fame, a photo gallery of each of those Heroes.
The site also featured the TV advert as well as updates from social media featuring the #TravelineHeroes
hashtag.
12. SOCIAL MEDIA
A large focus for the Traveline Heroes campaign media from the outset was utilisation of a number of
different social media platforms. Initially the call for Traveline Heroes to come forward to feature in the
television advert and the other campaign artwork was pushed out via the existing Traveline Cymru social
media feeds. This proved to be successful and Traveline Cymru received a number of Hero volunteers
through these channels.
Going forward into the campaign, social media was then utilised to promote the #TravelineHeroes
hashtag, to engage in conversation with potential Heroes, share campaign photographs and other
media, to encourage people to sign up to the campaign and to raise awareness generally of the
Traveline Cymru brand and Traveline Heroes campaign. The #TravelineHeroes hashtag was included in
the television advert, on the microsite and across the campaign literature.
Social media platforms utilised included Facebook where we had a link to our Instagram Traveline
Heroes gallery as well as regular posts and advertising, Twitter where we engaged directly with Heroes
as well as posting updates about the campaign, shared videos, photos and campaign media and
Instragram where we ran monthly competitions throughout the campaign encouraging people to submit
images of things they consider to be their Heroes on their daily journeys (eg. Pictures of iPods, pictures
of lovely views they see, pictures of helpful bus drivers etc) as well as sharing campaign photos. We also
posted all campaign videos to our Traveline Cymru YouTube channel and had various #TravelineHeroes
boards on our Pinterest profile.
It was essential that Traveline Heroes had a strong social element as it was important that the campaign
was kept alive and fresh throughout the campaign period. It was important that the Heroes generated
content between themselves and shared updates and images across social media to increase reach
beyond the existing Traveline Cymru friends and followers and add weight and authenticity to the
campaign. Coup Media, an agency specialising in social media management assisted with the
management of the campaign’s social and digital elements.
15. DIRECT MAIL
Traveline Cymru have a regular programme of direct email which is used to promote the Traveline
services to customers, stakeholders and the wider public. Traveline Heroes mailers were developed to
encourage existing customers to submit their Traveline Heroes stories. These mailers utilised the
campaign artwork and the social media hashtag, as well as containing direct links to the Heroes
microsite for Heroes submissions. These mailers were sent to each of the databases that Traveline
Cymru holds which includes our e-newsletter databases, our student databases, our stakeholder
databases and business contacts.
16. PR
Another key element of the campaign was PR. It was important that we could spread the message of the
campaign as widely as possible and engage interest from the public. The launch event at Cardiff Central
Station was an important part of this. The event took the form of a Travel Information Event hosted by a
Traveline Cymru Ambassador, Iolo Williams and a selection of the Traveline Heroes complete with capes
and masks.
The sight of Iolo and the Heroes in their capes on the concourse of Cardiff Central Station certainly
piqued the interest of the travelling public and saw flocks of visitors to the stand wanting to find out
more and sign up to be Heroes themselves. This also provided a great photo opportunity and these
photos were issued with the official press release. Because the photographs were so striking, they and
the story were picked up by a wide variety of media outlets.
18. Source: Merthyr Express
The PR was continued throughout the campaign, Heroes case studies were issued to local press when
particularly good ones were received which generated press on a local level. Releases were also issued
when the Traveline Heroes attended events across Wales to promote the campaign and enlist new
Heroes recruits. These events included the Royal Welsh, Pembrokeshire Show, university and college
freshers fairs and business events.
19. OUR TRAVELINE HERO WINNER
The team closed off the campaign by doing a press photoshoot with the iPad winner, David Holmes
complete with cape and supporting Heroes. David is from Cardiff Bay and his Heroes story was drawn at
random from the 4,740 Heroes entries.
His reason for being a Traveline Hero was: 'I'm lost without my Traveline app. Working shifts I can never
remember when the next bus is, especially early in the morning. By checking the app as I crawl out of
bed it has saved me being late on many occasions.' Kind hearted Hero, David proved his Hero status by
donating the iPad to his niece to help her with her university studies.
See David below with some of our Traveline Heroes:
20. OTHER TRAVELINE HEROES STORIES
See below some examples of the best Traveline Heroes stories we received:
‘I am a Traveline Hero because when we went on holiday in Wales and our car broke down, I saved the
day by suggesting Traveline and not only did we have a mega fun day out, we helped towards saving the
planet! Plus ate some lovely sherbet ice cream as well!’
‘I am a TRAVELINE HERO because I make it my aim to smile at every person sat in my vicinity. I was told
as a child that if you smile at people they find it almost impossible to smile back. I tested this out every
day, in the car on the way to school. Sure enough people smiled back and I loved knowing that I must
have brightened their day for half a second. These days I travel on public transport but still play the
same game. Smiles are my super power!’
'I help elderly passengers with their heavy shopping bags when getting on the buses and give up my seat
if necessary.'
'When the Cardiff-Coryton rail service was disrupted due to engineering works I used Traveline Cymru
and found a great alternative by bus. Traveline Cymru is an excellent tool for visitors from far afield.'
'My friends think I have special powers knowing the bus and train times, but really it’s with the help of
your app.'
'Why am I a Traveline Hero? It's not the cape. Nor is it the outside underwear. Both of these get me
thrown off public transport (unless it's Friday evening, go figure.) It's not because of my superpowers
(as short-sightedness and being really good at 80s platform games don't count I'm told). It's because
Traveline is my go-to guide for all public transport anywhere I need to go. It let me navigate my way
from Mid-Wales to Manchester using buses alone. That takes some doing.'
'I am a Traveline Hero because... with the Traveline app, I have braved treacherous journeys criss-
crossing the Vale of Clwyd, over hill and dale at any time of day or night, I have assisted fellow travellers
by letting them know when their next bus home is and helped reunite lost tourists with their treasured
hotels.'
'I'm a Traveline Hero because I have been using the service since I was stopped from driving following a
seizure in 2009. I had held my driving licence for 10 years and, if it was too far to walk - I drove!
Occasionally I would use the train for long journeys. Traveline Cymru has helped me get around and get
the full use of my concessionary bus pass. It has saved me hundreds as I have been able to plan many
journeys accurately and avoid using taxis. Combining train and bus times of the different companies has
enabled to get to work, get to my evening class, visit family and have a social life.'
21. MEASUREMENT
We have measured the effectiveness of the Traveline Heroes campaign in a number of different ways,
these are as follows:
Heroes Entries:
Firstly we’ve looked at the number of people who submitted their Heroes stories. We used our most
successful campaign to date, the Traveline Challenge from 2011 as a benchmark and hoped that we
would either match the number of Heroes submitted to pledges submitted during the Traveline
Challenge, or even exceed it. We were delighted that we received 4,740 Heroes stories which just
pipped the Traveline Challenge to the post (we received 4,565 pledges during the 2011 campaign) but as
the budget for Traveline Heroes was circa 30% of the budget of the Traveline Challenge, we felt that the
campaign was even more of a success.
Business KPI figures:
Traveline Cymru business KPI figures for the campaign period April – September show an increase of
47,379 user across the Traveline Cymru services compared month on month to the same period in 2012.
Again, comparing this to the success of the Traveline Challenge in 2011, the Challenge saw an increase
of 30,064 users across the services during 2011 compared to that in 2010. This obviously needs to
include a caveat that there may have been other environmental factors influencing this, but nonetheless
the team were delighted to see such a marked uplift of users across the business.
Social Media Followers & Engagement Measures:
As the campaign had such a strong social and digital element, it was important for us to monitor our
social media followers and measure levels of engagement throughout the campaign. We monitored fans
and followers and we used Klout to measure our levels of engagement.
Our Facebook Fans increased by 577 during the campaign period, our Twitter followers increased by 151
during the period and at the launch of the campaign, our Klout score rose from 52 to 56, then steadied
around 53 during the campaign and then peaked again to 54 at the end of the campaign.
Brand Awareness Survey:
The final way we measured the effectiveness of our campaign was through our annual awareness survey
conducted by an external agency. This survey is conducted year on year to help us monitor the
awareness of the Traveline Cymru brand and to measure the effectiveness of any campaigns.
The 2013 survey was conducted towards the end of the Traveline Heroes campaign and demonstrated
that the awareness of Traveline Cymru had increased by 11%, with 41% of all respondents being aware
22. of Traveline Cymru and the various services. Amongst 16-35 year olds, a key demographic for the
Traveline Heroes campaign, mid campaign 19% of those surveyed had heard of the Traveline Heroes
campaign. This compares to an uplift in awareness of 8% for the Traveline Challenge in 2011.
LESSONS LEARNED
We made a couple of mistakes along the way which we will learn from for the next time we run this
campaign and any other. They were as follows:
The first lesson we learnt was that it is essential when running a campaign such as this and promoting it
at events, that we use specifically trained events staff who are confident enough to dress in the Heroes
costumes and approach members of the general public to recruit Heroes. We did make the mistake at
the beginning of the campaign of using normal temp staff who were not confident enough in the
costumes or to approach the public to talk about the campaign, so we quickly changed tact and started
using events staff.
The second area we misjudged was the success of the launch event at Cardiff Central Station. We hadn’t
realised how much attention Iolo and the Heroes would draw and due to this, we hadn’t printed enough
Traveline Heroes leaflets with the competition entry. We got around this by using the iPads we had with
us to register people online, but it made the process take an awful lot longer and we weren’t able to
give people who didn’t want to fill out a form there and then, the information to take away with them.
In future, we will ensure that all campaign artwork is completed in plenty of time for the launch in order
to have plenty of literature available at the launch event.
CONCLUSION
The Traveline Heroes campaign was only one of very few campaigns we have run on this scale in Wales
and certainly the first campaign we have run featuring real customers and real stories to attract new
customers.
The results of the campaign far exceeded our expectations in terms of the numbers of people coming
forward to tell us their reasons for being Traveline Heroes and increasing awareness and usage of the
Traveline Cymru brand and services available.
In terms of the creative of the campaign, we were thrilled that people really seemed to understand the
campaign and were inspired into telling their Heroes stories. We had slight reservations that the Heroes
theme may only appeal to a certain segment of the market, but our Heroes were male, female, all ages
and from across Wales and some of them were even willing to don the capes themselves!
We believe that it was because the campaign was bright, vibrant and fun it really inspired people to
come forward and really contributed to the success of the campaign. We would certainly consider
23. running the campaign again in the future, but we would need to feature different Heroes and different
stories to keep the campaign fresh.
Until that time, we will continue to work closely with our customers who are our Ambassadors and our
Heroes because there is a Traveline Hero in all of us.