Travelwise Northern Ireland is a Department for Regional Development initiative promoting the use of sustainable transport options such as walking, cycling, public transport or car sharing.
Morrow Communications was appointed to deliver integrated communications and marketing support to Travelwise NI in Jan 2010.
We have employed strategic thinking and creative devices to target Travelwise NI’s main target audiences – employers, commuters and schools. Our success has been in developing a strong understanding of the client’s needs, their objectives and the challenges and barriers to meeting these. Our task is to deliver communications which can effect behavioural change and encourage people to move towards sustainable transport options, one step at a time.
Our work with Travelwise has included the creation of new brand concepts and associated design materials, developing a range of targeted events and platforms, working closely with partners to ensure maximum impact of the sustainable transport message.
We have employed a wide range of innovative events, media relations, creative photography, value-added sponsorships, media competitions and targeted advertising for Travelwise, achieving maximum value for money through an integrated approach.
Annual initiatives such as Walk to School Week and Bike Week have this year been the most successful yet, with more partner organisations coming on board to get involved and more schools, commuters and employers taking part. For example, during Bike Week 2010, 47 events were registered on the Travelwise website, compared with 14 in 2009; 14 councils got involved compared with 4 in 2009, and website hits increased 82% from the same period in 2009.
Moving forward we plan to revise and update the Travelwise NI website in order to make it more engaging and appealing to its target audience groups. We will also continue to advise Travelwise on strategic matters, taking a creative approach to delivering its messages.
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