Brisbane Metro

As Brisbane’s population grows, Brisbane City Council is investing in sustainable public transport solutions to meet current and future customer travel needs. In preparation for the introduction of Brisbane Metro (BM), Council undertook a city-wide bus network review, inviting customers to have their say on proposed changes and enhancements to the network.

To drive community engagement and increase awareness of BM, the campaign utilised a multifaceted approach to connect customers with engaging digital marketing tools including an Interactive Network Map (INM) and digital game. The call to action was for residents to connect with these tools to provide informed feedback on the proposed changes to help shape the future network.

Central to the campaign was understanding that every customer’s journey is unique and that supporting the customer change process would be critical.

Following a global benchmarking exercise with national and international jurisdictions, it was evident that an INM didn’t exist that communicated complex network data using a simple customer interface. This led BM to develop a world-class INM, enabling customers to see a visual representation of current services across Brisbane (222 bus routes) and the proposed changes from their chosen location or bus route.

At each stage of development, customer focus groups tested the INM to ensure it was intuitive, simple to use, and helped them find the information they needed to provide informed feedback.

The campaign delivered significant engagement results with more than:

• 21,000+ INM visits capturing customer feedback
• 180,000+ website visits, increasing the understanding of the need to evolve our network
• 291,000+ people reached daily through onboard PT advertising, reinforcing an interconnected PT network
• Over 4.5 million impressions through digital & print advertising, increasing overall awareness of PT services

In contrast to Brisbane’s population, these results reinforce the campaign’s effectiveness and reach. By capturing feedback and generating positive sentiment towards the need to evolve our network, Council will ensure the network review is tailored to community needs, delivering more travel options and greater PT connectivity.