Stagecoach Yorkshire

Stagecoach Yorkshire

“Golden Era for Bus Travel”

Brief and objectives:

  • Raise awareness of the new premium vehicles
  • Highlight the vehicles' USPs and high levels of customer service
  • Increase passenger figures on the X17 route

Strategy and tactics 

Based on the broad demographic of potential passengers identified through our research, we adopted a range of tactics and communication tools as part of an integrated campaign to reach as many groups as possible.

We developed a two month campaign which included a mix of traditional, digital and social media and focused around a high-profile launch event providing the opportunity to highlight the Gold fleet’s USPs.

By using a combination of tactics, we aimed to engage residents, large employers and shoppers along the route and encourage drivers who commute between Sheffield and Matlock to switch to public transport.

Implementation

Media relations activity secured coverage in key regional titles including the Sheffield Star and Derbyshire Times. From the event, we also created a web video to accompany press releases showcasing the vehicles’ USPs and delivered social media activity. An ad campaign ran on the local radio station Peak FM and adverts in key weekly print titles – the Derbyshire Times and Matlock Mercury.

A digital advan ran along the Gold route, parking in high-profile, high-footfall areas including Chesterfield town centre.

Bus rears were fitted to all Gold buses at launch detailing their benefits to car drivers and to make them consider switching modes of travel while sat in traffic.

On-bus posters and coving vinyls were fitted on other Stagecoach services and bus shelter adverts in Chesterfield and Matlock to encourage cross-usage.

Street teams promoted the new Gold services in key local employment sites, bus and train stations and shopping and leisure venues. The teams visited key route hotspots including Sheffield, Chesterfield, Matlock, Walton, Woodseats and Whittington Moor.

Emails to customers highlighted the launch of the new Gold services linking through to dedicated website pages.

Almost 20,000 houses within the X17 catchment area were sent a golden ticket - a free weekly megarider Gold ticket worth £19.50 – and direct mail pack with information about the service.

Measurement and evaluation

The campaign was a huge success achieving the objectives.

  • 10% increase in customer satisfaction with service punctuality, reliability and bus comfort
  • 11% increase customer satisfaction with service cleanliness
  • 15% increase customer satisfaction with quality of vehicles
  • Radio element on Peak FM reached 125,655 adults. Each listener potentially heard advert 8.7 times
  • Adverts circulated to 29,143 households and read by 106,054 people
  • Handed out 12,960 leaflets
  • Emails targeted 4,710 customers, on average 40% of recipients opened emails
  • Direct mail generated 14% response rate
  • Event attended by 30 VIPs and local dignitaries
  • 480 Youtube video views
  • 1.1% increase in passengers on the service