First West of England is celebrating today having won gold at the prestigious UK Bus Awards 2017, for its ‘Beat the Rise’ mticket campaign.
The company took gold in the Marketing Initiative of the Year category, sponsored by Bus and Coach Buyer magazine, which recognises inspired promotional and marketing campaigns which encourage customers to make changes in their travel choices.
First West of England’s ‘Beat the Rise’ campaign set out to reduce bus journey times in order to improve the overall customer experience. It was developed following extensive research into the amount of time it took customers to board a bus paying with cash compared to those boarding using an mticket.
‘Beat the Rise’ saw the company freeze or reduce prices on the mticket app, encouraging customers to change their habits around purchasing bus travel. The campaign included digital, radio and poster sites across Bristol.
Mark Yexley, Chairman of the UK Bus Awards, said: “The judges were impressed, they felt it was a well-executed scheme and it was great to be able to see the results demonstrate faster boarding, leading to quicker journey times for passengers.”
“We would like to congratulate the team on their outstanding achievement, there was a lot of tough competition. Well done from everyone at the UK Bus Awards”
Silver was awarded to Go North East for its £1 flat fare for 18s and under, and bronze went to Stagecoach Merseyside, Chesterfield and South Lancashire for Come on you Red Men!