A new campaign by Hemisphere for Manchester's Metrolink tram system apologises to passengers for the disruption caused by ongoing improvement works.

The campaign sees the first promotional appearance of Hemisphere's new brand identity for Metrolink and promises a better service to come thanks to £600m worth of improvements.

Headlines including "Sorry for the diggers and drills...but we'll make up for it in spades" are appearing on hoardings at key city centre tram stops and a series of 48 and 6 sheet posters across the Metrolink network.

Leaflets are also being distributed at major transport interchanges, and a four page cover wrap has been produced for local newspapers across the city region giving further information on avoiding the disruption and the improvements to come.

Hemisphere director Sue Vanden said the campaign idea is about "being honest and upfront" with the travelling public and asking them to bear with Metrolink through the upheaval of the next few months.

"In effect it’s communicating the principle that you can’t make an omelette without breaking a few eggs," Vanden said.

She added that the visual approach is also deliberately set "off kilter" to acknowledge that Metrolink is "currently a bit out of sorts".

"But the underlying message is of an upbeat and confident approach to the future.”

Hemisphere was appointed to rebrand Metrolink following a five-way competitive tender process in May 2008.

The new-look identity reflects the agency's exterior livery design for the new trams which was revealed last October.

Featuring a distinctive yellow background with a graphic pattern of graduated silver circles, the new identity will be carried across signage, station stops, mapping, uniforms and ticket vending machines as the improvements to the Metrolink system are made.