THE BRIEF
To deliver an awareness roadshow programme designed to inform, excite and engage the people of Northern Ireland, young and old, and in a fun and inclusive way in the lead up to the opening of Belfast Grand Central Station in October 2024.
Locations needed to cover a wide geographical spread across the province and include a range of venue types including shopping centres, stations, community hubs and high footfall events.
The roadshow needed deliver an experience that would be true to Translink’s values and could generate excitement and anticipation – as well as managing expectations and concerns among those impacted by traffic or service disruptions or disturbed by construction.
THE CAMPAIGN
This campaign focused purely on delivering a fun, educational, interactive and multi-functional roadshow experience for people across NI. We designed and produced a fully branded modular display kit which allowed us to deliver an event almost anywhere.
As well as the impactful branding at the stand, we devised an integrated AR experience to deliver a sneak peek of what the station would look like in the coming months – building interest and intrigue.
In addition to this, we developed a bespoke wire buzzer game which replicated the iconic and distinctive angled roof lines of the new station. It’s safe to say this was a huge hit with all ages with queues forming at every venue! Those who managed to get to the end without causing the game to buzz won a piece of exclusive Belfast Grand Central merchandise which we also sourced, designed and delivered.
THE RESULTS
A successful awareness-building roadshow rolled out from May to August 2024 at over 35 locations in 23 towns and cities across Northern Ireland.
This campaign generated an extremely positive buzz (pun intended!) around Belfast Grand Central Station ahead of its opening, with lots of people genuinely interested to find out more and see how the station was coming along.
It clearly conveyed the idea that Grand Central is a station is IN Belfast and not just FOR Belfast and encouraged people to imagine the journeys, experiences, connections and opportunities the new station would make possible.