Carat
Working in partnership with Carat and AKA
Transport for Greater Manchester is the local government body responsible for delivering Greater Manchester’s transport strategy and commitments. They facilitate more than 5.6 million journeys across Greater Manchester’s transport network each day. TfGM are also responsible for Metrolink, the UK’s largest light rail network, and work hard to promote and invest in walking and cycling as safe, healthy and sustainable ways to travel.
The Opportunity
Transport for Greater Manchester were looking for an audio partner to support a number of marketing campaigns and deliver important public service messages. From Manchester’s Metrolink service to the launch of the TfGM Our Pass youth savings scheme, they needed a reliable team to deliver high quality production. They were also keen to work with a creative business that could bring ideas beyond traditional advertising, and help them engage with hard to reach audiences.
Audio Reaction Strategy
Voices
We began by casting a diverse range of Manchester voices that represented the sound of the city. This enabled TfGM’s audio campaigns to have authenticity, which was an important part of each campaign. Because we were also producing public service messaging, and delivering more serious campaigns such as road safety awareness, these voices also had to have authority.
Commercial Production
Understanding TfGM’s key priorities and tone of voice was the first step in our commercial production process. This enabled us to combine consistent brand messaging with campaign specific information. From brief to delivery, our team worked across a range of projects including the launch of Our Pass, Drivesafe road safety awareness, Manchester’s Clean Air communications and more than twenty Metrolink campaigns.
Radio
Going beyond the ad break was a key priority for TfGM, as they wanted to reach audiences in new and unique ways. So, our team developed and delivered a unique audio-led PR campaign called Road Safety Radio. As part of Drivesafe awareness month, Road Safety Radio was a one week, popup radio station in Manchester broadcasting on 87.7FM, DAB and online. It combined travel news and information with long-form stories and road safety content, and reached thousands of people across the seven days that it was live.
Listen
From creative to delivery, we produce content and campaigns for the UK’s biggest agencies and brands. By developing bespoke Audio Reaction Strategies, we bring together radio, podcasts, commercial production, voices and studio hire at MediaCityUK. We love innovative audio ideas that connect with audiences using the power of sound.
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