Network One is a partnership of bus, metro, train and ferry companies within Tyne and Wear. Their aim is to provide great value for regular commuters in the North East of England, and form the central hub for all ticket purchasing.
Network One came to us for our strategic services as they needed us to drive the right direction for their marketing strategy. One area of focus was on their ‘anytime’ tickets. They wanted to achieve more awareness around the benefits of this type of ticket. We decided to create a disruptive campaign to stop commuters in their tracks and persuade them that the ‘anytime’ ticket is the best way to travel.
We decided to deliver a challenging and revolutionary theme for the campaign. The battle cry is for the public to break free from the shackles of driving and join the transport revolution by using the multi-model anytime ticket. Supported by a unique blend of 1920’s Cuban, Russian and Chinese revolutionary style illustrations featuring the public marching forward together.
The transport revolution stimulated a 24% increase in uptake of passengers choosing to purchase a single network multi-model one ticket. The initial campaign was a success and was then tweaked and adapted to run for a further two years. The Network One Anytime Tickets still provides great value for regular commuters in Tyne and Wear on most buses, the Metro, Sunderland to Blaydon Rail Line and the Shields Ferry.
“There is no point in running a campaign that gets lost in the noise and doesn’t get noticed. In this economic environment, you have to stand out and then deliver a clear call to action. I know that our audience are going to take notice of this campaign and hopefully that will show in the number of tickets we sell.”
