Scottish Communicators Network - 22 Oct 2014 - Countdown to Edinburgh Tram Launch

Countdown to the launch of Edinburgh Trams

Lesley McPherson, Chief Communications Officer The City of Edinburgh Council

Frank O’Donnell, Editor

Edinburgh Evening News

2

3

The challenge

• Inspire and grow public confidence in the tram system to attract passengers and ensure a successful launch

▪ Educate public on new safety considerations

▪ Understanding of testing period

▪ Inform passengers about how to use tram

▪ Engage people in feeling positive about the tram

4

5

Consistent messages

Forward Thinking

Media

Edinburgh

residents

Community

stakeholders

Opposition

Council

Siemens/

Bilfinger Businesses

Scottish

Government

Councillors from

all parties

Residents

Businesses

Media

Community

Stakeholders

6

Media dialogue key

• Clear indications of timing

• Trust

• Involvement

• Exclusives

• Generating interesting stories to share

• Shared reader focused initiatives

▪ Social media

▪ Reader competitions

7

8

9

10

11

People inside the project

12

Inside the safety exercise

13

Social media campaign

#tramspotting

#readytoroll

#dingding

#ontramselfie

#carefulnow

14

15

Community approach to launch

16

17

18

19

20

21