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Chartered Institute of Marketing

Chartered Institute of Marketing (CIM)

Translink’s Marketing Team were awarded the Chartered Institute of Marketing (CIM) UK Excellence Award for Innovation for ‘yLink: Access all Areas campaign’.

The yLink team attended fresher fayres, student events and young adult conventions to target the market. Social media was used to achieve a yLink following online, regular updates, competitions and fun topics of discussion were posted using the hashtag #yLink. The campaign also partnered with food, fashion, sports and leisure companies to offer yLink cardholders special discounts and offers. 

A creative and fun aspect of the campaign included a special yLink Flash mob in a station, a pop-up DJ event and a VIP cinema screening of ‘The Hunger Games’ which received positive feedback from yLink cardholders.

The yLink travelcard for 16-23 year olds was introduced in 2012 and now has over 25,000 cardholders that have made over 3.5 million journeys on the bus and train network in the past two years.


View All 2015 Awards