Overview

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Key communication objectives

The campaign for the 2007/2008 Financial Year will look to achieve the following key objectives (which build on previous communications work).

1. Assist in driving internet traffic to the portal

2. Raise awareness of the Transport Direct brand name and logo
     
3. Promote understanding of the product offering
Promote Transport Direct's unique features and how the service can help the user.

Advertising campaign also help to meet the following business targets:

  • 10 million users in 2006 (this target has been met)
  • 10% of users to reassess their existing journey habits
  • 10% of users to reassess a planned journey based on real time information.

Messages

Our key messages and targets are:

Generic

Plan your entire journey online at Transport Direct
Transport Direct- Connecting People to Places
Transport Direct is about mobility, saving time and effective planning.

Leisure Travellers (Holiday makers in Great Britain and Day trippers) 

Planning a holiday/day out in Great Britain? Find your way to your destination at Transport Direct (also linking with various seasonal hooks ie. Christmas, Easter, Valentines Day, Guy Fawkes etc.)
Airport information & internal flights - visit Transport Direct

Students

New university, new town? Find your way around at Transport Direct

Business

Airport information, internal flights and flight arrivals - visit Transport Direct.

Sports fans

Attending a sports event in Great Britain? Find your way to your destination at Transport Direct