For those uninitiated, tramTRACKER is a service that uses real time information to determine the position of any tram on the network and then upon request, send that to customers.
The service was launched back in 2006 for phone, SMS and online use. Now it’s available as a free app available for iPhones. A further on board feature allows patrons to track the approximate location of their tram and its estimated arrival time at upcoming stops.
Yarra Trams have used a novel approach to promoting the hound dog logoed tramTRACKER service to target those who could be using trams including:
Postcards depicting other things you could be doing rather than waiting for the tram. Distributed in places where you would prefer to be i.e. drinking coffee postcards at the café or listening to the DJ postcards at the bar. It includes a tear off section you can record your tram location and ID.
Standing on the tram you will notice the tramTRACKER tags hanging from the overhead hand rail.
A short animation depicting ‘spending less time at the tram stop and more time doing the things you love’ screened at cinemas close to tram routes.
Whilst the terms ‘customer service’ and ‘public transport’ are rarely used in the same sentence, Yarra Trams is a company adding value to the supply of a transport system for its customers. They’re also communicating the service in a targeted and clever fashion.
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