Nexus wins a marketing award for its Spice Girls concert campaign

Spice Girls Metro poster
15 October 2019

Nexus, the public body which owns and manages the Tyne and Wear Metro, has scooped an award for the marketing and PR campaign it ran to encourage Spice Girls fans to travel to the concert at the Stadium of Light by Metro.

Nexus has beaten a strong field of contenders to win Best Integrated Campaign – in house at the glittering North East Marketing Awards ceremony.

The award was for the way that the in-house Marketing Team blended a mix of top quality marketing and public relations, ticketing offers and on-the-ground customer engagement activities.  This low-cost, high-impact campaign combined with excellent customer service on the day was a huge success, generating record Metro passenger numbers for a concert at the Stadium of Light.

Customer Services Director, Huw Lewis said: “I’m delighted that the judges recognised the unique aspects of this campaign that we ran for the Spice Girls concert in Sunderland.

“This campaign underpinned Metro’s core brand proposition to be ‘Part of Everyday Life’ – so the natural and trusted choice for travel to big events – by generating a feel good atmosphere, shared content and positive feedback.

“Marketing is only successful when it is supported by first class customer service.  Our customer service team were a fundamental part of this marketing campaign, ensuring that our customers had a safe but also a fun journey to and from the Stadium of Light.  Tyne and Wear Metro really was a part of the Spice Girls party.” 

The in-house team were briefed to maximise revenue from a Spice Girls concert at Sunderland’s Stadium of Light on 6 June 2019, by getting as many people as possible to choose Metro to travel to and from the event.

The target for the event was to double the revenue achieved from the previous concert at the same stadium in 2014, and so be in line with ticket revenue achieved from Ed Sheeran concerts at St James’ Park in Newcastle in 2018.

Nexus would go on to exceed both, a generating additional revenue from more than 16,000 passengers who chose Metro for the event, which had sold about 40,000 tickets.  This was a record for both passenger numbers and revenue from a single concert at Stadium of Light.


Watch: Metro's Spice Girls busker

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