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 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. 

EastSide Arts’ mission is to inspire east Belfast residents and visitors by celebrating east Belfast, nurturing creative talent and delivering excellent programmes and events. They are part of EastSide Partnership, a regeneration organisation that has been making east Belfast a better place to live, work and visit for more than 20 years. 

The Solution

Translink and EastSide Arts share the mission of creating positive change in their communities and working in a way that makes an impact where it is most needed. As their values are closely aligned, a successful sponsorship relationship was established in 2017. 

For 2019, the partners agreed on an exciting programme of events which would creatively engage the community whilst encouraging people to travel by Metro or Glider.  

Special Journeys with Translink – Travel with Translink to meet Mr Tumnus: A special inter-generational event for grandparents and their grandchildren at C.S. Lewis Square. The over 60’s and the under 5’s get free travel on all Translink services, so grandparents were encouraged to avail of their Senior Smartpass and have a fun day out with their grandchildren. They met Mr Tumnus and had a special 45-minute tour of the Narnia sculptures in C.S. Lewis Square, followed by refreshments in Jack Café.

Travel with Translink to EastSide Festival Fayre: A large, outdoor, free, family-friendly, multi-cultural celebration on the first day of the EastSide Arts Festival, in C.S. Lewis Square. ArtsEkta presented an hour-long cabaret of street theatre and music bringing the audience from China, through Africa and finishing in India in a fusion of cultures, including henna tattooists, craft stalls and food stalls from different countries.  

Journeys with Young Jack: A large-scale collaborative project with Campbell College and five East Belfast primary schools. David Catherwood, former Head of Music at Campbell College, composed a series of songs and narration about the life of young C.S. ‘Jack’ Lewis, focussing on the travels and transitions the writer made as a young boy. Katie Richardson worked with the pupils to learn the songs for a live performance in Lanyon Place Station, with the Campbell College school orchestra, a narrator, members of the Ulster Orchestra brass section and the Translink Choir. Marketing materials for this event in particular (and for the festival as a whole) encouraged people to use Metro/Glider best value fares to get to the event, as part of the Senior Moments campaign.   

These projects addressed Translink’s key messages - 

Senior Moments: Everyone in Northern Ireland who is aged 60+ is entitled to free travel on board Translink services.  The Senior Smartpass is about getting seniors up and out, spending time with their grandchildren, being active, being socially included and being able to enjoy everything that their city has to offer because it removes all cost barriers. This is a perfect  fit with EastSide Arts and their programme of events designed to bring the most isolated older citizens out to enjoy arts and crafts and bring the Arts to them in their care homes when they can’t travel. 

Metro Refresh:  Positioning Metro as the lifeblood of the City of Belfast, transporting people physically across the city and, as part of the Journeys with Young Jack project, to Lanyon Station. 

Metro Connects: Metro connects citizens to each other, from place to place and, through this project, to the life and legacy of one of their city’s most successful sons.  

Translink Choir:  The choir originated with the Big Sing project with EastSide Arts in 2018 and continues to grow and develop, giving a sense of connection and social engagement to Translink staff. Journeys with Young Jack was their first formal performance.