Case Study
Vodafone x Transport for Greater Manchester
Consulting on, creating, and brokering the tram WiFi partnership package in Manchester
Transport for Greater Manchester introduced free wifi for users of Manchester’s Metrolink tram network, rapidly becoming a popular and well-used passenger enhancement. However, with increasing pressure on public sector budgets TfGM needed to explore ways to reduce costs whilst maintaining existing service offerings, and appointed PHAR to develop a potential opportunity for sponsorship of the free wifi service.
Client
TfGM
Service
PHAR's Solution
Whilst the assets specifically associated with the wifi service had some very real sponsorship value, PHAR recognised the opportunity to create a more extensive partnership with TfGM more broadly, enabling a sponsor to benefit from access to a wider range of TfGM’s assets. PHAR created a sponsorship package which included advertising inventory across Metrolink tram stops and the Metroshuttle bus service, and a number of branded tram wraps. Having carried out a detailed evaluation analysis of the package’s value, PHAR then approached a number of target brands with the opportunity.
The Result
The opportunity generated real interest amongst a number of brands, attracted both by the potential to add value to large numbers of Manchester’s citizens and workers, and also the wider package’s ability to reach both passengers and non-passengers across the region as a whole. A deal was secured with Vodafone, using the sponsorship as a flagship for the launch of the company’s new regional headquarters in Manchester, and delivering strong visibility for the brand 365 days a year across Greater Manchester.
