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System One Travelcards adopts PR for first time |
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Tuesday, 12 June 2007 |
Greater Manchester’s multi-operator multi-mode public transport travel initiative is targeting students and young people with a PR campaign through Tangerine in Manchester.
 The agency was appointed following a competitive pitch against a number of other undisclosed agencies. It is believed to be the first time that an external PR agency has been used by the transport body.
System One Travelcards is co-owned by private bus, rail and tram operators and the GMPTE (Greater Manchester Passenger Transport Executive).
The System One Travelcards product range is claimed to be the largest ‘integrated’ ticketing scheme in the UK outside the capital.
The brief for the account advised that the target audience (16 to 26 year olds) required more than a traditional PR campaign - involving primarily print and radio - and called for innovative communication ideas.
Tangerine’s winning pitch proposed a campaign focused around web based social networking backed up by various direct activities.
Allie Johns, marketing manager for System One Travelcards said: “We recognised that attracting the attention of a younger audience is a tricky brief and so required an ‘off the wall approach’. We’re excited about the campaign and ultimately want to promote using public transport in a positive and upbeat way.”
www.systemonetravelcards.co.uk
www.tangerinepr.com/
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