News Local

TransLink etiquette campaign catches on

By Michael Mui, 24 Hours Vancouver

TransLink campaign includes catchy slogans. (FILE PHOTO/24 HOURS)

TransLink campaign includes catchy slogans. (FILE PHOTO/24 HOURS)

Meet the man behind TransLink’s popular etiquette campaign that became so successful a transit service in another province has adopted it.

He’s Robert Willis, a self-described storyteller and an editor on the Buzzer blog, whose initial idea for the posters was as a social media campaign to find the biggest transit pet peeve.

That campaign was back in November 2011 and snagged two industry awards.

“There’s still people talking about it online,” he said. “People really liked it, we decided to roll it out as a full marketing campaign.”

Since April last year, full posters of the top-eight pet peeves — the most popular title was “Funky Ferret” — have been circulating the system. And just two months after their launch in Vancouver, Calgary Transit asked if they could use the posters, too.

“I think you’re always surprised when you come up with an idea and you see it out in the world — it was really flattering that they’d picked it up,” Willis, a former CBC journalist, said.

The communications advisor is now working on this year’s I Love Transit event to celebrate all things good about public transportation.

He’s also finishing up TransLink’s latest social media project — #WhatsTheLink — which aims to educate the public that TransLink does more than just transit.

“We’re also responsible for major road networks, cycling, infrastructure.”


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