Putting Passengers First, sponsored by Euro Bus Expo
yLink - Translink
Translink identified that the very competitive deals on cars and insurance for young people in Northern Ireland was the main competitor to the use of public transport for this age group. Therefore, it created a sales and marketing campaign to increase the reach of its discounted youth travel card, yLink, which reached only 5% of its target 16 to 23 year olds. The scheme aimed for a 45% increase in the number of cards held in both the first and second years of the two year campaign.