Going Your Way  (2005)

Campaign: Going Your Way
Brand: Arriva Buses
Client: Arriva Buses
Agencies: Cogent Elliot
Authors:

This paper shows how Arriva buses bucked the trend of declining passenger numbers, and a long-term decline in passenger numbers in the market as a whole. Targeting light-to-medium frequency bus users who could be persuaded to use the bus more often through a massive six-monthly door drop of bulletins. The bulletins featured user-friendly route maps; destination suggestions; guides to service frequencies and money-off vouchers – each bespoke to its respective routes. The campaign has reversed the underlying decline in passenger numbers, by generating positive growth of well over a million incremental journeys in the test periods alone, at positive ROI.