Create a campaign to encourage people to travel after 9:30am.

Since the majority of commuters travel before 9am, rail services are often overcrowded. Offering a 25% discount for those who travel after 9:30am could convince more passengers to delay their journeys, helping to ease congestion on morning trains.

By turning a negative into a positive, the campaign encouraged people to embrace a longer lie-in, highlighting that sleeping in not only means extra rest, but also savings on their journey. Eye-catching, whimsical visuals of a train gliding through clouds were rolled out across Northern Ireland, with the most prominent placement being a striking 96-sheet billboard on the Sydenham Bypass, seen by thousands daily.