Transport For Wales – Metro Pay As You Go
Transport for Wales introduced a pay-as-you-go (PAYG) scheme in September 2024, aiming to simplify and modernize rail fare payment across Wales. The goal was to educate the public about the ease of using the new service, transition paper ticket users to the in-app platform, and promote the price cap for different zones, alongside reintroducing the metro link map. The brief was to launch this “phasing in process” and help educate the public about the new system, spark conversations, and encourage adoption of the new digital services.
End to end Project Management
AV / Visual and Sound
Set design / staging
The main objectives were to encourage face-to-face engagement to convert paper ticket users to the in-app platform; simplify the conversation around ticketing and fares, and promote the price cap for different zones and reintroduce the metro link map.
After exploring what solutions would be best suited to this commerce profile, we proposed an experiential brand activation to create memorable interactions and engage directly with the public. The activation included a self-serving program and a three-day station activation, designed to educate passengers and promote the new PAYG system.
As part of the phased introduction of the PAYG feature at select stations, informative activation bursts were rolled out. Two brand ambassadors were stationed at each launch station to guide passengers through the new tap-in and tap-out gates. The activation spanned three weeks, with multiple stations being promoted simultaneously.
A dynamic, three-day live activation was held at Cardiff Central Station to mark the official launch of the PAYG campaign. A bespoke stand was created, and built, featuring an LED screen with an animated bilingual advert, tension frame graphics, and branded elements like rugs, flags, and photo opportunities. Brand ambassadors stationed at the stand engaged visitors, providing information, answering questions, and promoting a competition to encourage participation.
The activation created an immersive, engaging environment that attracted a high volume of visitors. The team successfully captured data through iPad-based competition entries, with over 400 people signing up to the competition. Public engagement reached thousands, ensuring significant brand exposure and coverage across South Wales and Cardiff.
This activation successfully promoted the PAYG scheme and engaged the public in a personal and immersive way, contributing to the overall success of the campaign.
“Working with Orchard is always so easy and stress free for us as a team and widely as an organisation. ”
“We always love the end product that we get from an activation perspective, having Chanice lead our experiential events just puts us at ease. We know that she is aligned to our brand values and objectives, she takes the time to understand our objectives and reasons “why”, and we know that she will work really hard for us in the lead-up and on-site at the events. She’s proven time and time again that she is efficient, confident, driven and knowledgeable and for me, and my team, we trust her completely in delivery.”