Countdown to the launch of Edinburgh Trams

Lesley McPherson, Chief Communications Officer The City of Edinburgh Council

Frank O’Donnell, Editor

Edinburgh Evening News

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The challenge

• Inspire and grow public confidence in the tram system to attract passengers and ensure a successful launch

▪ Educate public on new safety considerations

▪ Understanding of testing period

▪ Inform passengers about how to use tram

▪ Engage people in feeling positive about the tram

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Consistent messages

Forward Thinking

Media

Edinburgh

residents

Community

stakeholders

Opposition

Council

Siemens/

Bilfinger Businesses

Scottish

Government

Councillors from

all parties

Residents

Businesses

Media

Community

Stakeholders

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Media dialogue key

• Clear indications of timing

• Trust

• Involvement

• Exclusives

• Generating interesting stories to share

• Shared reader focused initiatives

▪ Social media

▪ Reader competitions

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People inside the project

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Inside the safety exercise

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Social media campaign

#tramspotting

#readytoroll

#dingding

#ontramselfie

#carefulnow

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Community approach to launch

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