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Translink Win With Senior SmartPass

THE BRIEF:

Increase Metro bus  journeys made by Senior SmartPass holders and 60+ SmartPass holders & increase awareness of the availability of free travel for NI residents aged 60+

THE SOLUTION:

Elevator devised a prize-based reward scheme whereby winning numbers were selected every day for 4 weeks from all the SmartPass cards scanned on board Metro Buses. There was a daily £150 cash prize plus 2 runner-up prizes of a £50 Belfast prize –Victoria Square Gift Card, Afternoon Tea for 2 in The Europa or admission to Titanic Belfast. This range of prizes was designed to showcase places to go in Belfast with Metro. In addition,  there was a Weekly Prize of an overnight stay in a top Belfast hotel with £100 shopping voucher.

Elevator developed a media partnership with the Belfast Telegraph who published the daily winning numbers on their website as well as weekly inserts in-paper.

RESULTS:

  • 63,359 additional Metro journeys were made by Senior Smartpass / 60+ SmartPass holders over the 4 weeks of the promotional campaign, compared with the same 4 week period the previous year
  • 4% increase of Metro journeys during the campaign
  • The campaign generated incremental revenue of over £145,000 for Translink, a 22.8% increase year on year.
  • The return on investment represented by the campaign was £14.10 of incremental revenue for every £1 of promotional spend!