Bus Marketing Campaign 2010

Sponsored by

The logo of CBS Outdoor, advertising specialists and sponsors of this award

The winner of this award is able to show that the project or campaign nominated

  • won hearts and minds
  • created or developed strong brands
  • helped to change public perceptions and/or consumer behaviour.

Any methods in the marketing toolbox can be used: branding, business-to-business, direct mail, media advertising, the internet, PR or a combination of all these techniques.

The important thing is that the campaign will have delivered measurable results, building on strong research. In addition, clear monitoring will have enabled managers to judge results and fine-tune campaigns as necessary.

One of the posters in the winning campaignWinners: Arriva Yorkshire, for “The Arriva 110 'takes off'” campaign

This campaign used a mixture of techniques to relaunch the 110 service, and publicise the decision to divert the route to call at Wakefield Bus Station after many years in which the route merely stopped nearby. The campaign used a variety of techniques to get the message across to existing and potential new customers, including leaflets with door to door distribution, posters, sales promotion, the internet and extensive PR. The internet campaign include a YouTube video, a spoof of the Virgin Atlantic “still red hot” television advertisement.

The winning team at Arriva YorkshireThe campaign was successful in achieving excellent take-up of introductory offers, an immediate increase in patronage and excellent PR coverage.

The judges were very impressed with the comprehensive nature of the campaign, which was very well implemented and aimed squarely at changing perceptions about bus travel. The video and the ‘airline’ theme were witty, amusing and superbly executed. CLICK HERE to watch the video on YouTube.

 

 

Runners Up: Nottingham City Transport, for EasyRider Citycard - Save a Few Squid

EasyRider is a smartcard networking ticketing project. It is a long-established and hugely successful concept, which has been developed progressively and is now a multi-functional card offering retail, leisure and library discounts at over 100 outlets and businesses throughout the city. Working with the city’s two universities, the availability of EasyRider products has been extended to the student and staff ID cards.

The Save a Few Squid campaign is designed to raise the profile of the card and the ability to top it up. It was conceived to be light-hearted and humorous, and features a range of cartoon sea-creatures in addition to the Squid itself.

The judges were very impressed by this clever and witty campaign which they saw as a very good way to maintain the momentum behind what is already a very strong product. They particularly liked the creative flair, and the comprehensive approach to campaign development, using printed media, on-bus advertising, sales promotion techniques and animated video. Partnerships with stakeholders and local businesses were particularly strong. CLICK HERE to view the animated video.

Highly Commended

We are Derby, Arriva Midlands

The Arriva Midlands team, responsible for Arriva Midlands' integrated marketing campaign for Derby has resulted in patronage increases of up to 53% on certain routes and an average increase of 8% in terms of patronage/revenue. The key to this success has been listening to customers - through market research and customer service teams and by generally getting out and about across the network - along with effective partnerships with the local authorities.

The judges liked this research-driven, tightly focused campaign, which was stylish and successful. They particularly praised the strong partnerships between the airport and the local bus companies and the way in which the campaign was integrated across a range of media and used a range of techniques.

Newport Bus - You'll be surprised who you might see

An image from Newport's promotional campaignIn March 2010 Newport Transport launched a unique and innovative marketing and public relations campaign aimed at challenging people's misconceptions  of buses and encouraging people from all demographics and population groups to embrace public transport and use the city's bus network. To support this drive for modal change the campaign was partnered alongside the launch of 'Newport Bus' new branding and bus livery.
Newport’s campaign made clever use of local connections and new branding to change perceptions of bus travel in Newport. The sense of community engagement was very strong, and the bus company’s position at its heart was reinforced by this successful and innovative campaign.

Skylink - Start your holiday with the bus, East Midlands Airport (EMA) Bus Partnership

Promoting success - the East Midlands Airport partnership'Start your holiday on the bus!' embeds the promotion of the £10 family ticket and is a direct result of changing expectations and perceptions caused by the impact of the recession on the holiday market.  The airport has worked with partners to utilise limited funding effectively to enhance service provision and ensure existing passengers are retained and new markets are gained.

The judges liked this research-driven, tightly focused campaign, which was stylish and successful. They particularly praised the strong partnerships between the airport and the local bus companies and the way in which the campaign was integrated across a range of media and used a range of techniques.

 

It's a breeze - Thanet to Canterbury, Stagecoach East Kent

Showing off a bus rear used to promote the Thanet routeThe route 8 bus service, which runs between Thanet and Canterbury, was re-branded "The Breeze" following investment in 15 new buses, from May 2009. A range of bold, eye-catching messages were designed for the buses and a detailed launch plan was put together that centred around a well publicised public launch event, which attracted hundreds of local people to attend.

A highly successful campaign to relaunch the company’s route 8 between Canterbury and the Thanet coast, this was a well-targeted and well-executed piece of marketing which made excellent use of a range of promotional techniques to deliver strong growth on this inter-urban route, newly upgraded with environmentally friendly easy access double deckers.

Mainline - Catch a local hero, Transdev Burnley & Pendle

A liveried bus on the Mainline network in East LancashireThe Mainline is a high frequency local bus service by Transdev Burnley and Pendle.  It has recently benefitted from a £3.5 million investment in a combination of new and refurbished buses, which triggered an intensive marketing campaign.  Despite the challenging economic climate, Mainline has managed to grow revenue by 5.5% year to date.

This tightly targeted campaign was designed to promote the Mainline, a mini-network of bus services in East Lancashire. It was designed to build the brand and maintain patronage growth. The judges admired the clever use of a PR ‘hook’ to associate the brand with local heroes, and liked the company’s creation of a personality of its own, the Main Lion, to help promote the bus services.

Judges’ Overall Verdict

The judges were very pleased indeed with the overall range and standard of entries for this year’s Bus Marketing Campaign award. Despite the pressures of the economic downturn, many companies of all shapes and sizes around the country have continued to invest in their future by creative use of marketing and promotion to get their messages across.

The judges praised the fact that so many people in the industry were learning from the retail industry and applying the lessons so well.

The creativity and style used in a huge range of the entries gave the judges some very difficult decisions indeed, and the standards were such that many of the entries that failed to make the short-list would have been potential winners in past years. Congratulations therefore are due to all those who entered, and our message is very much “keep up the good work”!

Who could be nominated?

This category was open to operators, authorities, partnerships or other organisations participating in the securing, marketing or promotion of registered local bus services.

… and by whom?

We welcomed nominations from customers, authorities, user groups or bus operators. Self-nomination is acceptable.

Criteria and Entry Requirements

The award will be based on the quality of the submissions made, which were required to:

  • State whether their organisation has a formal marketing strategy or plan, and relate the nominated campaign to this.
  • Provide evidence of the market research (methodology and results) carried out prior to the campaign.
  • Describe how the campaign was planned and how the targets were set for it.
  • Describe their work in the project to improve or promote the accessibility of their product for people with mobility difficulties
  • State how the campaign was executed, showing methods used and why, how demand was stimulated and customer access to the product improved, and how potential customers were identified and informed.
  • Describe how the impact of the campaign was monitored and measured
  • Describe any changes to the campaign made as a result of the monitoring
  • Supply statistical evidence showing the results of the campaign in terms of patronage, revenue or other appropriate indicators, especially modal shift achieved.
  • State whether the results are likely to be sustainable?
  • Describe any future plans for further development.
  • Include any relevant supporting material.
  • Supply appropriate examples of the campaign materials that delivered the reported results.

 

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