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Metrolink Puts People First in its first digital user-generated Ad campaign

Transport for Greater Manchester (TfGM) makes the people of Manchester the focus in its latest campaign, catchthesummer.

Metrolink Puts People First in its first digital user-generated Ad campaign

Creative Communications agency, Dinosaur has launched an interactive summer campaign TfGM designed to boost off-peak travel on Metrolink.

Via a series of outdoor posters, supported by organic and promoted social activity, members of the public are encouraged to Catch the Summer. To take part, they post their favourite photos from their summer days and nights out on Instagram, and tag them with #catchthesummer. In return, they could win a variety of prizes* or have their shot featured on a posters across Manchester.

This photo-based campaign represents new social territory for the transport company, who have launched their@officialtfgm Instagram account with this campaign. Posts also include a series of targeted hashtags designed to engage members of Manchester Instagram communities and social influencers to inspire quality user generated content.

"Through personal moments shared by the public, we can catalogue all the wonderful things going on in Manchester over the summer, with Metrolink as an integral part."
Mark Beaumont, Dinosaurs Chief Operating Officer

Mike Mellor, Head of Commercial & Marketing at TfGM, says“This is a great opportunity to spread a little sunshine across the Metrolink network, and Instagram as a visual social media platform was the right home for the campaign. There are so many wonderful festivals, gigs and events happening across Greater Manchester and this campaign is a great way to raise awareness and boost off-peak tram usage.”

Organic activity is supported by promoted activity managed by media agency, Carat, to boost engagement, awareness and conversion.

To find out more go to www.metrolink.co.uk/catch-the-summer, visit the @officialtfgm Instagram page, or search #catchthesummer.


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