Kenyon Fraser launches Merseytravel's Walrus card
Kenyon Fraser has created the branding and marketing campaign for Walrus, the new smartcard from Merseytravel.
The Liverpool agency's creative team has been working with Merseytravel for the last 12 months to come up with the Walrus name and branding and to develop the marketing strategy to promote the card.
Creative director Alan Kittle said: "Walrus is going to be one of the most familiar brands on Merseyside in the next couple of years, and it’s been a challenge and a privilege to work on its development."
Kenyon Fraser has also designed and built the walruscard.com website to provide customers with more information.
It includes a short animation by the agency explaining what the card is and how they can use it to get around the region.
And Kenyon Fraser has provided PR support for the Walrus Card's launch event.
Deputy managing director Ben O'Brien said: "The brand needed to be capable of communicating with a wide range of audiences and have stand out – going beyond a functional name and identity to capture the imagination of users, and becoming part of daily life in Merseyside and part of the City Region brand over time.
"It has been developed following a thorough research and consultation process, which carefully considered insight from consumers and stakeholders alike, as well as international best practice."
The Walrus card will work in a similar way to London's Oyster Card and is being introduced from now until summer 2013 across all of Merseytravel's trail network, bus services and ferries.