The Context

Translink delivers public transport across Northern Ireland, connecting people and communities with employment, amenities, retail and entertainment through rail, bus and coach services. They seek to do so in a way that supports four key objectives; operational excellence; customer satisfaction; value for money; and passenger growth.  To support these objectives they engage in creative partnerships to inject a bit of fun into the passenger experience, to encourage people to use their services and positively contribute to a thriving, healthy and sustainable Northern Ireland for all. 

Cathedral Quarter Trust is a non-profit organisation committed to supporting arts, culture and heritage in Belfast’s Cathedral Quarter through promoting and organising activities, raising awareness and encouraging public participation, and facilitating co-operation amongst stakeholders. 

The Solution

Following on from the success of their Love Bus in 2018, in 2019 the partners transformed a Translink double decker bus into an alternative, quirky Mini Cabaret Bus, with the help of funding from Arts & Business NI. The bus had programmed performances throughout Culture Night and Culture Day, and was parked on Donegall Street, one of the central hub locations for Culture Night and Culture Day; it featured an eclectic mix of performers including comedy, magic, music and cabaret, all family friendly and good fun.  

The creation of this unique opportunity to see cabaret artists performing in an unusual setting, free of charge, allowed audiences to discover art forms that they may not have had opportunities to see before. On Culture Day in particular it was an opportunity for families to engage in fun activities together. The inside of the bus was dressed with fairy lights and furnishings to evoke a cabaret inspired atmosphere. Guests were welcomed aboard by Master of Ceremonies, and programme advisor, Stephen Beggs.   

A key part of messaging for Culture Night and Culture Day centres on making the city accessible, vibrant and attractive for pedestrians and on promoting the positive environmental aspects of this. The CNB partnership with Translink was a uniquely creative and fun way of getting people to get ‘on the bus’ and make a positive impact on the environment. 

Through their partnership with Cathedral Quarter Trust, Translink were able to engage with a projected audience of over 100,000 encouraging them to use Translink products and services and to leave their cars at home. It also reinforced key associated messages around environmental sustainability, health benefits, ease of use, convenience, comfort and accessibility and provided easy access to the Arts. The use of a Translink Metro Bus as a venue also encouraged audiences to see public transport in a new, fun and creative way and as an integral and vitally important part of contemporary life.