Metlink launches etiquette campaign to enhance transit experience for customers and employees

Credit: Metlink

Metlink has announced that it has launched a campaign with the aim to create more pleasant journeys for customers and frontline staff by reminding passengers of on-board etiquettes.

The campaign’s launch is well timed with Metlink’s two largest operators making significant progress on recruiting new drivers through individual recruitment campaigns and newly opened pathways for immigration. 

“We know that ‘thank you driver’, a great local feature of Wellington’s bus network, is widely heard and there are a few other simple things we can all do to support fellow passengers and all our frontline staff, especially newly employed drivers in their new working environment,” said Metlink General Manager Samantha Gain.

In addition to thanking on-board staff and drivers, the campaign also encourages good hygiene habits, creating space for others and giving up priority seats among other messages. Each message has been devised alongside operators and using passenger feedback from Metlink’s complaints database. 

The instruction to “ride like your aunty is watching” features on each concept and is drawn from insight that good behaviour is exhibited when a senior family member is around.  

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“We want people to smile when they see the illustrations and take a moment to think about others on their journey. With its relatable tone and clever illustrations, we’re confident the messages will be well received,” said Samantha Gain. 

Metlink has stated that it is considering to introduce the “Aunty” concept to more specific health and safety messages around safely using the stairwell in double deckers and reminders to fill the seats at the back of the bus first. 

The creative executions are being installed in Metlink buses, trains and the harbour ferries, while digital signage at Wellington Station will also cycle through the set of key messages. 

Metlink’s ‘customer etiquette’ information campaign had initially began in 2020 but had been disrupted for two years due to COVID-19. It cost $176,000 over three years, including design, production and installation across nearly 200 train carriages, over 450 buses and three harbour ferries.