Luas commuters have had their heads turned towards Northern Ireland with the launch of the ‘your time, our place 2012’ Tram Wrap. The Northern Ireland Tourist Board has been running a high-profile media campaign and now, the campaign has reached the ultimate phase in outdoor visibility and impact in Dublin – a fully wrapped Luas tram.
Running between Stephen’s Green in Dublin city centre and Brides Glen under the Dublin Mountains, Northern Irish Tourist Board have chosen Luas to highlight Northern Ireland as a great destination in 2012. “your time, our place” promotes Northern Ireland in 2012, where a large number of major events are due to take place. One of the board’s campaign objectives includes raising their profile and the Luas Tram Wrap is sure to help with this.
“Northern Ireland is the place to go in 2012 with an incredible line up of events and occasions taking place. We are delighted the Northern Irish Tourist Board has chosen Luas to promote all that is happening” said Pat Mannion, Commercial Director of JCDecaux Ireland. “Using Luas in such an innovative and creative fashion adds greatly to the sense of something really big and positive happening in Northern Ireland”.
Luas passenger numbers are growing year-on-year, with nearly 30 million passenger journeys in 2011. The Luas Tram Wrap will not only capture the attention of Luas commuters, it will be viewed by pedestrians and motorists at key points along the green line route.
The campaign was planned and booked through AV Browne, Source out of home and JCDecaux Ireland.