Greener Journeys – Catch the Bus Week
The business challenge
- Increase awareness of ‘Catch the Bus Week’, with the aim of encouraging people to make the switch from the car to the bus that week
- Deliver broadcast coverage to heighten awareness of the research results
- Highlight the social benefits of travelling by bus and show the bus is a ‘social enabler’
- Highlight the local events/competitions taking place across the UK (with local operators and local authorities) and drive people to www.catchthebusweek.co.uk
Sound Solution
- We worked closely with MHP Communications and Greener Journeys to develop a newsworthy headline in order to grab broadcast media attention, leveraging the launch of ‘Catch the Bus Week’
- We conducted an initial media audit to confirm the suitability of spokespeople and how they could add value to the story
- To underpin the creative story, we leveraged consumer research that identified 8 typologies of people that use the bus and why they enjoy it
- We developed a creative headline ‘Brits called on to ‘get on the buses’ to celebrate a national institution’. It engaged both broadcasters and consumers, increasing the audience reach
- We included regional stories and stats to add a locality to the campaign and engage with local broadcasters which ultimately touched local consumers with more detail
Results
- We delivered coverage across a mixture of national and regional outlets including BBC and commercial stations. Presenters responded positively to both spokespeople and were interested to understand how and why people should give the bus a go as well as share their own stance on bus travel
