Case Study: Transport for Wales boosts its reputation with Golley Slater's honest transport campaign

Transport for Wales tackles 50% cost concerns with Golley Slater

The customer, Transport for Wales, faced a significant challenge as it was the worst-rated transport network in the UK. A public survey revealed that 50% of people found travel too expensive, 66% considered the network unreliable, and 40% reported having an unpleasant experience. The marketing vendor Golley Slater was tasked with helping to transform this negative public perception.

Golley Slater implemented a solution using the Pratfall Effect, creating a campaign that involved three TV ads and various OOH executions. The strategy was to have Transport for Wales openly admit its imperfections and showcase the tenacious employees working to address them, thereby building brand warmth. While the specific measurable results are not detailed in the provided text, the campaign was designed to win over travellers and transform the network's reputation.

Transport for Wales