Translink: Making Smart Moves To Get Back Into The Fast Lane

In 2016 Translink, Northern Ireland’s public transport provider, set the vision of growing passenger journeys to 85 million by 2021. But the problem was that, following public funding cuts, 2015/16 saw passenger journeys decline by 1.6m. An aggressive growth strategy, return to previous levels of advertising spend and a shift in messaging transformed two years of passenger journey decline into a record year with growth of 2.29m journeys, which led to growth in group revenue of £7.3m compared to before the campaign.