For the second consecutive year, Edinburgh Trams has picked up an award for ‘Excellence in Travel Information & Marketing’ at the Scottish Transport Awards.
The operator of the city’s tramway was given recognition for its unique partnership with Scottish Rugby Union.
Both organisations worked together to design an eye-catching tram wrap which included 11ft images of fan favourites Stuart Hogg and John Barclay sporting the team’s new kit. Customers were also treated to special automated onboard announcements from the popular players as they arrived and departed at BT Murrayfield. The whole team even took a tram to Edinburgh Airport for an international fixture and were ceremonially piped from the tram stop to departures.
The campaign attracted more than 110,000 customers to use the tram on match days - and with Twitter impressions, Facebook views and website visits skyrocketing - the judges recognised the partnership as a great success.
Amy Witherspoon, Assistant Marketing Manager at Edinburgh Trams added:
“With services operating from every three minutes from 16 locations across the city direct to BT Murrayfield, trams offer a great way to get to events at the stadium.
“This was a great campaign not only because it attracted new customers but also because everyone at Edinburgh Trams and Scottish Rugby had so much fun working on it.”
Alyssa Wilson, Marketing Manager at Scottish Rugby added:
“We are delighted that our partnership with Edinburgh Trams has been recognised at the Scottish Transport Awards. The campaign successfully promoted the strong transport links to the home of Scottish Rugby, BT Murrayfield, from across the city by tram.
"We thoroughly enjoyed working with Edinburgh Trams on this campaign, and will continue to work together in promoting the tram service to our supporters when events return to the stadium.”
The awards ceremony brings together the transport community to recognise and celebrate industry achievements across Scotland. The awards are supported by the Scottish Government and Transport Scotland.