Introducing “Transport for Your Spare Time”
The workday is done, the school gates are closed, and the weekend is calling. At Connelly Partners, we’ve always known that public transport is the backbone of the daily grind. But when the National Transport Authority (NTA) challenged us to increase off-peak usage, we saw an opportunity to change the narrative.
Reclaim Evenings and Weekend
Most people view public transport as “utility” tools, something you have to take to get to work or school. Our goal was to flip that script. We wanted to position Transport for Ireland (TFI) not just as a commuter service, but as an enabler of Irish social life.
The creative centers on the moments we live for: taking the DART to go dancing with friends, the TFI Local Link to GAA training, the Bus to the bingo hall, and the Luas for leisure at the local pool. By highlighting these specific, relatable Irish pastimes, we shifted the focus from the destination to the experience.
We leaned into high-energy visuals and a bright, summer-ready palette. We didn’t want static scenes; we wanted movement. To capture that energy, we worked with the dynamic crew at Bad Coyote to film all eight campaign scenes in a single, high-octane day.
The campaign is currently live across Ireland, spanning a heavy digital presence on YouTube and social channels, supported by OOH (Out of Home) rollout. As we head into summer, we’re proud to help TFI show Ireland that the network is there for more than just the commute; it’s there for your spare time.
