The twelve months following the introduction of Metro as Belfast's rebranded bus service were both highly successful for the brand and notably significant for long-term development of public transport in the city. Using the strapline, 'Leave the car behind - let's go Metro', this campaign informed and re-assured people about changing from travelling by car to travelling by Metro and, most importantly, successfully persuaded them to make the move. The message was communicated via television advertising, adshels and on the buses themselves. The campaign generated a 10.6% growth and an additional two million plus passenger journeys during that first twelve-month period, equating to an ROI of £3 for every £1 spent. The further 3% growth (provisional) by March 2007 represents the continuing trend