A public corporation, Translink’s role is to provide public transport (rail and bus) to the residents of Northern Ireland. Morrow Communications has acquired a deep understanding of this client, based on many years’ working in partnership with Translink to execute results-driven campaigns. Having renewed this relationship in 2015, Morrows’ role is very much about helping Translink to promote the value of public transport and highlight its benefits to the travellers and commuters of all types and backgrounds, as well as to wider Northern Ireland society.
This role is not without its challenges. As is the case in all developed countries, most people in Northern Ireland have a deep and long-standing love affair with the car. But in adversity, lies opportunity. Morrows provides strategic communication solutions for the various brands under the Translink banner, harnessing creativity to tell powerful stories, and promoting public transport as a serious and preferable mode of travel for many people. We also support their engagement with a wide variety of stakeholder groups to reinforce the message that public transport belongs to everyone in Northern Ireland.
This account draws on all strands of Morrow Communications’ expertise, from pure PR and event management, to video production and stakeholder engagement plus the tactical use of digital and social media to engage positively with customers. At the end of the day however, it is all about results and Morrows’ goal in all of its communications support is, quite literally to get ‘bums on seats’.
To this end, we were delighted to be recognised for our recent work on the Translink #MetroLegends campaign picking up two Gold awards for Best Corporate and Business Communications campaign and Best Use of Digital at the 2016/17 CIPR PRide Awards. We also added silver in the Consumer Relations category for our work around the first ever Bus and Train Week 2016.