Greener Journeys – Catch the Bus Week

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

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

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