As the biggest initiative outside of London, North East METRO operator Nexus, continues to invest heavily to communicate to regional travellers to the benefits of the new travel smartcard, Pop.
The £15m scheme, aimed to make using public transport so much easier and opens the way for people to get better value with more flexibility, and works much like London’s highly successful Oyster card system. Oyster now attracts millions of annual users and has become recognised as the easiest method for travel in and around the Capital.
As the “phased-in” period gathers momentum since its launch in 2011, Pop is already attracting and registering numerous travellers. Their continuous roll-out awareness and experiential activity engages and communicates the ease of this “pay-as-you-ride” top up travel smartcard facility. Passengers have already started to get their regular Metro season tickets and under-16 identification cards replaced with Pop cards.
The brand Pop was developed and designed for its simplistic name and attractive logo with “popping on the Metro” in mind. True to the brand ethos, Pop has been circulating the Metro Network over the last month, with trained staff attracting regional publicity as they educate passengers to the smartcard. Metro, working with appointed northern-based experiential marketing agency, CHARGE Agency, have deployed promotional staff across the network equipped with digital devices, placards and large branded banners to assist and nurture travellers.
Smart ticketing is part of a £385m upgrade programme, where Nexus is investing £15m from Government funds with the objective to modernise stations, trains and infrastructure over the next decade. This will include the replacement of 225 Metro ticket machines and the introduction of gates at key stations for the new Pop smartcard ticket readers across the system.
For more information regarding the new system and how the changes will benefit you, please visit www.popcard.org.uk or details can be obtained directly through Nexus travel shops or through the Nexus helpline on 0191 202 0747
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