RATP speaks up once again on the theme of service
RATP has revealed the visuals for the second season of its “Commitments” campaign. Three new job profiles were selected on the basis of their concrete impact on improving passengers’ daily experience.
With this new series of communications, RATP confirms its commitment to improving the quality of city life, and thus gives new meaning to its “Caring for the city” tag line.
The new campaign has three goals:
- Bolster RATP’s positioning and momentum as a major service brand,
- Strengthen the sense of proximity between passengers and staff,
- Make “quality city living” a project that is undertaken and shared by all, a source of pride that unifies the entire company.
For the new series, three new jobs profiles (out of six) were selected on the basis of their concrete impact on improving passengers’ daily experience, whether it be jobs that passengers are familiar with (passenger service representatives, metro drivers) or jobs that are not well-known to the general public (bus maintenance personnel).
The message’s authenticity is guaranteed, because the employees being portrayed were selected through internal casting, and the shots were taken on location in RATP facilities. Emphasising the service dimension of each job depicted, the tag line is served by graphics that play on elements from the network map.