Strathclyde Partnership for Transport (SPT) operates Glasgow Subway, a quick and reliable travel option for commuters, families and visitors. 

The Brief

SPT wanted to reconnect with lapsed and new users, positioning the Subway as modern, practical and something Glaswegians could take pride in. They also wanted to highlight the key benefits of price, convenience and reliability.

The Insight

People in Glasgow often have outdated perceptions of the Subway as old-fashioned or student-focused. They are driven by price and value practicality, local authenticity, and representation.

The Solution

Bauer Media refreshed the long-term strapline “My Glasgow. My Subway.” to highlight individual Glaswegian’s everyday reasons for travel – work, family, leisure – with a new focus: “My Reason. My Glasgow. My Subway.” Engaging with real Subway customers on trains and in stations across two days and documenting their ‘reason’ to show how intrinsic the Subway is to people’s lives.

Listen to the Audio Campaign

Client Testimonial

‘Working with Bauer’s create team on our latest Subway brand campaign has been effortless, they’ve been a real extension of our marketing team here at SPT! From initial concepts to final assets they’ve considered our brand and pushed it in a refreshing direction. Huge thanks to the team!’

Hilary Kidd, Marketing Manager – SPT