Having established my brand approach, I now wanted to create a series of touch points that could form the launch strategy. Previously, I’ve just tried to make a lot of mockups, but this time, I wanted to really consider each and how they would aid the launch of the brand, rather than just going for quantity.
I started by brainstorming touch points to explore and sketching out what they could look like.
I first thought about a teaser campaign, which would feature light ads through public and social channels. These ads were more about building intrigue through their vagueness, rather than being super explicit about the Metronet.
After the teaser campaign, I then wanted to think about clear adverts with direct messages for users. This continued to use the public advert channels, as these would be the most likely to be seen when users were out travelling and taking public transport.
I also considered how we could spread the word of Metronet through local publicity, like Belfast live. This more local approach would work well when networks and partnering to Metronet as it directly targets the regional demographic.
