Nottingham Express Transit (NET) runs the tram network in Nottingham. Coming out of the pandemic revenue was down and the pressure was on to encourage people back onto public transport.
Many students arriving in Nottingham are new to using the tram and NET wanted to raise awareness of the network and the ticket buying process amongst this audience.
Michon was engaged to create a cohesive marketing and communications campaign which would run during the 2022 Freshers’ period. The whole customer journey of the campaign was considered from pre- to post-event, and an eye-catching design response activated across event-stands, social media assets, press and tram advertising, emails and more.
The campaign’s bold messaging focused on getting out and about around Nottingham, appealing to students after the lifting of Covid-restrictions. It spoke to a younger audience in a straightforward way, clearly communicating the benefits of using the tram over other transport.
The interactive stand at Freshers’ events created a buzz, improving footfall and conversations with students about the tram network. During the Freshers’ period, 3,370 Academic Year Student Passes were sold versus 2,028 in 2019, a 44% increase on the last pre-Covid year, and average daily downloads of the Net!Go app jumped 141%.
Discretionary travel was also up 30% in the campaign period, indicating increased awareness around trams and the importance of buying a ticket, and the extra revenue generated has justified larger budgets for future campaigns and expansion of the marketing team.
