Member Article

Welcome to the transport revolution

Creative agency, Guerilla, has launched a thought provoking new campaign designed to persuade commuters across Tyne & Wear that the ‘Anytime’ Network One ticket is the best way to travel where they want, when they want.

Guerilla 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.

Hard-hitting headlines such as ‘overthrow the tyranny of the car’ and ‘fight rising fuel and parking prices’ are supported by a unique blend of 1920’s Cuban, Russian and Chinese revolutionary style illustrations featuring the public marching forward together. Network Ticketing, who are responsible for the Network One ticket, were so impressed with the campaign that they sanctioned a wide range of media including outdoor posters, radio, press advertising, leaflets, bus rears and online banner advertising.

Dan Appleby, Group Account Director, Guerilla said, “We wanted to create a campaign that would have a high impact and one that would be uncompromising in our message. By introducing a revolutionary feel it enabled us to clearly spell out the fact that the public have a better option than travelling around by the car whilst giving the power back to the people. It’s fair to say that we have demonised the car, but when you think about rising fuel prices, finding a parking space and all the other stresses associated with driving, the alternative is much better”.

The campaign has also been adapted for a student audience and has been promoted on university websites, Facebook, at fresher’s events and on Spotify.

Barbara Golder, Manager, Network Ticketing said, “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 have stand out and then deliver a clear call to action. I know that our audience is going to take notice of this campaign and hopefully that will show in the number of tickets we sell.”

With such a promising start plans are already in place for the transport revolution theme to be extended all marketing activities supporting all Network One tickets.

This was posted in Bdaily's Members' News section by Madeleine Griffith .