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Campaign of the Year
Campaign of the Year
Campaign of the Year
Submission Criteria
Previous Winner
A submission in this category should demonstrate
Evidence of either a marketing or promotional campaign; behavioural change campaign; a PR campaign; or a lobbying/political campaign that delivered a successful outcome. Useful statistical or anecdotal metrics to include could be campaign reach, take-up, coverage, funding or a positive policy decision.
Submission Criteria
Previous Winner
A submission in this category should demonstrate
Evidence of either a marketing or promotional campaign; behavioural change campaign; a PR campaign; or a lobbying/political campaign that delivered a successful outcome. Useful statistical or anecdotal metrics to include could be campaign reach, take-up, coverage, funding or a positive policy decision.
Submission Criteria
Previous Winner
A submission in this category should demonstrate
Evidence of either a marketing or promotional campaign; behavioural change campaign; a PR campaign; or a lobbying/political campaign that delivered a successful outcome. Useful statistical or anecdotal metrics to include could be campaign reach, take-up, coverage, funding or a positive policy decision.
Avanti West Coast
Take Care, Get There and Safety Thirst
Avanti West Coast launched two complementary safety campaigns to reduce accidents linked to slips, trips, falls, and alcohol. Take Care, Get There applied behavioural science to station safety signage, with witty, emotive messages encouraging safe decisions. Safety Thirst, developed with Birmingham Brewing Company and Drinkaware, introduced a low-alcohol pale ale to promote responsible drinking during the festive period. Together, the campaigns reduced accidents by 31% year-on-year (normalised by footfall) and cut alcohol-related incidents by 25% in four weeks. No staff assaults occurred due to intoxication in December 2024, compared to several in 2023. Media reach exceeded 22m, with social traction boosted by high-profile endorsements. The initiative blended humour, community partnership, and evidence-based messaging, improving passenger safety while supporting local business. Avanti’s campaigns exemplify how creative approaches can address sensitive safety issues effectively and memorably.
Avanti West Coast
Take Care, Get There and Safety Thirst
Avanti West Coast launched two complementary safety campaigns to reduce accidents linked to slips, trips, falls, and alcohol. Take Care, Get There applied behavioural science to station safety signage, with witty, emotive messages encouraging safe decisions. Safety Thirst, developed with Birmingham Brewing Company and Drinkaware, introduced a low-alcohol pale ale to promote responsible drinking during the festive period. Together, the campaigns reduced accidents by 31% year-on-year (normalised by footfall) and cut alcohol-related incidents by 25% in four weeks. No staff assaults occurred due to intoxication in December 2024, compared to several in 2023. Media reach exceeded 22m, with social traction boosted by high-profile endorsements. The initiative blended humour, community partnership, and evidence-based messaging, improving passenger safety while supporting local business. Avanti’s campaigns exemplify how creative approaches can address sensitive safety issues effectively and memorably.
Avanti West Coast
Take Care, Get There and Safety Thirst
Avanti West Coast launched two complementary safety campaigns to reduce accidents linked to slips, trips, falls, and alcohol. Take Care, Get There applied behavioural science to station safety signage, with witty, emotive messages encouraging safe decisions. Safety Thirst, developed with Birmingham Brewing Company and Drinkaware, introduced a low-alcohol pale ale to promote responsible drinking during the festive period. Together, the campaigns reduced accidents by 31% year-on-year (normalised by footfall) and cut alcohol-related incidents by 25% in four weeks. No staff assaults occurred due to intoxication in December 2024, compared to several in 2023. Media reach exceeded 22m, with social traction boosted by high-profile endorsements. The initiative blended humour, community partnership, and evidence-based messaging, improving passenger safety while supporting local business. Avanti’s campaigns exemplify how creative approaches can address sensitive safety issues effectively and memorably.
c2c Trenitalia
Not Worth the Gamble
c2c’s Not Worth the Gamble campaign tackled fare evasion through bold media and grassroots engagement. Fronted by TV presenter Ortis Deley, it used videos, infographics, and real-life testimonials to highlight financial, safety, and legal risks. The campaign extended into schools, community groups, and police partnerships, embedding awareness beyond the railway. In six months, fare evasion fell 30%, and £600,000 was recouped, with over one million social impressions generated. Community events and workshops resonated with younger audiences, shifting perceptions of fare evasion from a minor issue to a serious risk. Passenger and stakeholder feedback confirmed high engagement and positive behavioural change. By combining national media with local advocacy, c2c reframed fare evasion as socially unacceptable and unsafe. The campaign demonstrates how rail operators can use creative communication to protect revenue, enhance safety, and build trust through proactive collaboration.
c2c Trenitalia
Not Worth the Gamble
c2c’s Not Worth the Gamble campaign tackled fare evasion through bold media and grassroots engagement. Fronted by TV presenter Ortis Deley, it used videos, infographics, and real-life testimonials to highlight financial, safety, and legal risks. The campaign extended into schools, community groups, and police partnerships, embedding awareness beyond the railway. In six months, fare evasion fell 30%, and £600,000 was recouped, with over one million social impressions generated. Community events and workshops resonated with younger audiences, shifting perceptions of fare evasion from a minor issue to a serious risk. Passenger and stakeholder feedback confirmed high engagement and positive behavioural change. By combining national media with local advocacy, c2c reframed fare evasion as socially unacceptable and unsafe. The campaign demonstrates how rail operators can use creative communication to protect revenue, enhance safety, and build trust through proactive collaboration.
c2c Trenitalia
Not Worth the Gamble
c2c’s Not Worth the Gamble campaign tackled fare evasion through bold media and grassroots engagement. Fronted by TV presenter Ortis Deley, it used videos, infographics, and real-life testimonials to highlight financial, safety, and legal risks. The campaign extended into schools, community groups, and police partnerships, embedding awareness beyond the railway. In six months, fare evasion fell 30%, and £600,000 was recouped, with over one million social impressions generated. Community events and workshops resonated with younger audiences, shifting perceptions of fare evasion from a minor issue to a serious risk. Passenger and stakeholder feedback confirmed high engagement and positive behavioural change. By combining national media with local advocacy, c2c reframed fare evasion as socially unacceptable and unsafe. The campaign demonstrates how rail operators can use creative communication to protect revenue, enhance safety, and build trust through proactive collaboration.
WINNER
East Midlands Railway
32 minutes to go creative - East Midlands Railway (EMR) Luton Airport Express and The Leith Agency
East Midlands Railway (EMR) partnered with The Leith Agency to promote the new Luton Airport Express (LEX), countering misconceptions about journey times. Research showed many travellers believed trains were slower than taxis or coaches. The creative solution reimagined So Solid Crew’s 21 Seconds into 32 Minutes to Go, fronted by original artists and influencers. Campaign activity spanned TV, radio, out-of-home, social, and digital platforms, achieving broad reach—26% of London adults on TV alone. YouGov data showed a 15-point uplift in awareness and consideration, with value perceptions improving by 20%. Results included a 13% revenue rise and 7% passenger growth year-on-year, despite static airport traffic, delivering £8.79 ROI per £1 spent. By blending cultural resonance with sharp targeting, EMR successfully shifted leisure travellers from car and coach to rail, proving the power of high-impact creative in driving modal shift.
WINNER
East Midlands Railway
32 minutes to go creative - East Midlands Railway (EMR) Luton Airport Express and The Leith Agency
East Midlands Railway (EMR) partnered with The Leith Agency to promote the new Luton Airport Express (LEX), countering misconceptions about journey times. Research showed many travellers believed trains were slower than taxis or coaches. The creative solution reimagined So Solid Crew’s 21 Seconds into 32 Minutes to Go, fronted by original artists and influencers. Campaign activity spanned TV, radio, out-of-home, social, and digital platforms, achieving broad reach—26% of London adults on TV alone. YouGov data showed a 15-point uplift in awareness and consideration, with value perceptions improving by 20%. Results included a 13% revenue rise and 7% passenger growth year-on-year, despite static airport traffic, delivering £8.79 ROI per £1 spent. By blending cultural resonance with sharp targeting, EMR successfully shifted leisure travellers from car and coach to rail, proving the power of high-impact creative in driving modal shift.
WINNER
East Midlands Railway
32 minutes to go creative - East Midlands Railway (EMR) Luton Airport Express and The Leith Agency
East Midlands Railway (EMR) partnered with The Leith Agency to promote the new Luton Airport Express (LEX), countering misconceptions about journey times. Research showed many travellers believed trains were slower than taxis or coaches. The creative solution reimagined So Solid Crew’s 21 Seconds into 32 Minutes to Go, fronted by original artists and influencers. Campaign activity spanned TV, radio, out-of-home, social, and digital platforms, achieving broad reach—26% of London adults on TV alone. YouGov data showed a 15-point uplift in awareness and consideration, with value perceptions improving by 20%. Results included a 13% revenue rise and 7% passenger growth year-on-year, despite static airport traffic, delivering £8.79 ROI per £1 spent. By blending cultural resonance with sharp targeting, EMR successfully shifted leisure travellers from car and coach to rail, proving the power of high-impact creative in driving modal shift.
Heathrow Airport Limited
Way2Go
Heathrow’s Way2Go campaign unifies sustainable travel messaging for its 80,000+ colleagues, encouraging modal shift away from single-occupancy car use. A 2024 refresh ramped up engagement with 35 Roadshows offering tailored advice, bike services, giveaways, and discounts on public transport and car sharing. The Way2Go app rewarded sustainable journeys, while Pret discounts incentivised carpooling. Results were strong: just 52% of colleagues now drive alone—surpassing the 2026 target of 57% two years early. Over 7,200 staff directly engaged with campaign activities, while 36% of the workforce recalled seeing materials across terminals, car parks, and offices. In 2024, the campaign signed up 1,091 new car sharers, delivered 373 free bike services, and distributed 222 vouchers. A travel survey of 11,000 responses confirmed significant behavioural change. Way2Go shows how sustained, branded communication tailored to shift workers can deliver measurable modal shift at scale.
Heathrow Airport Limited
Way2Go
Heathrow’s Way2Go campaign unifies sustainable travel messaging for its 80,000+ colleagues, encouraging modal shift away from single-occupancy car use. A 2024 refresh ramped up engagement with 35 Roadshows offering tailored advice, bike services, giveaways, and discounts on public transport and car sharing. The Way2Go app rewarded sustainable journeys, while Pret discounts incentivised carpooling. Results were strong: just 52% of colleagues now drive alone—surpassing the 2026 target of 57% two years early. Over 7,200 staff directly engaged with campaign activities, while 36% of the workforce recalled seeing materials across terminals, car parks, and offices. In 2024, the campaign signed up 1,091 new car sharers, delivered 373 free bike services, and distributed 222 vouchers. A travel survey of 11,000 responses confirmed significant behavioural change. Way2Go shows how sustained, branded communication tailored to shift workers can deliver measurable modal shift at scale.
Heathrow Airport Limited
Way2Go
Heathrow’s Way2Go campaign unifies sustainable travel messaging for its 80,000+ colleagues, encouraging modal shift away from single-occupancy car use. A 2024 refresh ramped up engagement with 35 Roadshows offering tailored advice, bike services, giveaways, and discounts on public transport and car sharing. The Way2Go app rewarded sustainable journeys, while Pret discounts incentivised carpooling. Results were strong: just 52% of colleagues now drive alone—surpassing the 2026 target of 57% two years early. Over 7,200 staff directly engaged with campaign activities, while 36% of the workforce recalled seeing materials across terminals, car parks, and offices. In 2024, the campaign signed up 1,091 new car sharers, delivered 373 free bike services, and distributed 222 vouchers. A travel survey of 11,000 responses confirmed significant behavioural change. Way2Go shows how sustained, branded communication tailored to shift workers can deliver measurable modal shift at scale.
Intalink Enhanced Partnership / Hertfordshire County Council
Intalink Connect Ticketing
Hertfordshire County Council’s Intalink Connect Ticketing simplified fares and boosted bus ridership through a new zonal structure across 14 areas. The scheme integrated multiple operators and replaced outdated tickets, supported by a 50% youth discount via the Hertfordshire SaverCard. Backed by BSIP funding, the launch campaign—“Connect with Hertfordshire”—used social, print, radio, and out-of-home channels, plus a 10,000-ticket giveaway. Results included 129% growth in multi-operator ticket sales, with over 30,000 purchased in 2024/25. The digital campaign achieved 7.7m impressions, rising to 15m during the giveaway. Ridership grew 18% year-on-year, supported by increased app downloads and positive feedback. By simplifying fares, improving affordability, and unifying messaging, Intalink has set a benchmark for integrated ticketing. The scheme demonstrates how partnerships and marketing can drive growth, support accessibility, and deliver real modal shift.
Intalink Enhanced Partnership / Hertfordshire County Council
Intalink Connect Ticketing
Hertfordshire County Council’s Intalink Connect Ticketing simplified fares and boosted bus ridership through a new zonal structure across 14 areas. The scheme integrated multiple operators and replaced outdated tickets, supported by a 50% youth discount via the Hertfordshire SaverCard. Backed by BSIP funding, the launch campaign—“Connect with Hertfordshire”—used social, print, radio, and out-of-home channels, plus a 10,000-ticket giveaway. Results included 129% growth in multi-operator ticket sales, with over 30,000 purchased in 2024/25. The digital campaign achieved 7.7m impressions, rising to 15m during the giveaway. Ridership grew 18% year-on-year, supported by increased app downloads and positive feedback. By simplifying fares, improving affordability, and unifying messaging, Intalink has set a benchmark for integrated ticketing. The scheme demonstrates how partnerships and marketing can drive growth, support accessibility, and deliver real modal shift.
Intalink Enhanced Partnership / Hertfordshire County Council
Intalink Connect Ticketing
Hertfordshire County Council’s Intalink Connect Ticketing simplified fares and boosted bus ridership through a new zonal structure across 14 areas. The scheme integrated multiple operators and replaced outdated tickets, supported by a 50% youth discount via the Hertfordshire SaverCard. Backed by BSIP funding, the launch campaign—“Connect with Hertfordshire”—used social, print, radio, and out-of-home channels, plus a 10,000-ticket giveaway. Results included 129% growth in multi-operator ticket sales, with over 30,000 purchased in 2024/25. The digital campaign achieved 7.7m impressions, rising to 15m during the giveaway. Ridership grew 18% year-on-year, supported by increased app downloads and positive feedback. By simplifying fares, improving affordability, and unifying messaging, Intalink has set a benchmark for integrated ticketing. The scheme demonstrates how partnerships and marketing can drive growth, support accessibility, and deliver real modal shift.
ITP in partnership with MKCC
MK Loop Evidence-Led Marketing and Engagement
Milton Keynes City Council and ITP launched MK Loop in 2025 to reconnect underserved communities through a new orbital bus service. GIS and census data identified target demographics, shaping an evidence-led campaign of social media, direct mail to 8,000 homes, and pop-up events at key sites. Engagement was personalised: 270 residents received travel advice, 364 free tickets were redeemed, and 5,000 timetables distributed. Weekly ridership quickly reached 2,457 (over 80% of target), peaking at 2,920 by April 2025. Social media impressions topped 20,000, and wrapped buses reinforced brand visibility. Feedback showed strong satisfaction and long-term potential. By combining insight-driven planning, inclusive outreach, and clear branding, MK Loop demonstrated how targeted campaigns can accelerate patronage growth. It provides a replicable model for post-pandemic network redesign, aligning new service delivery with behaviour change through smart, locally rooted engagement.
ITP in partnership with MKCC
MK Loop Evidence-Led Marketing and Engagement
Milton Keynes City Council and ITP launched MK Loop in 2025 to reconnect underserved communities through a new orbital bus service. GIS and census data identified target demographics, shaping an evidence-led campaign of social media, direct mail to 8,000 homes, and pop-up events at key sites. Engagement was personalised: 270 residents received travel advice, 364 free tickets were redeemed, and 5,000 timetables distributed. Weekly ridership quickly reached 2,457 (over 80% of target), peaking at 2,920 by April 2025. Social media impressions topped 20,000, and wrapped buses reinforced brand visibility. Feedback showed strong satisfaction and long-term potential. By combining insight-driven planning, inclusive outreach, and clear branding, MK Loop demonstrated how targeted campaigns can accelerate patronage growth. It provides a replicable model for post-pandemic network redesign, aligning new service delivery with behaviour change through smart, locally rooted engagement.
ITP in partnership with MKCC
MK Loop Evidence-Led Marketing and Engagement
Milton Keynes City Council and ITP launched MK Loop in 2025 to reconnect underserved communities through a new orbital bus service. GIS and census data identified target demographics, shaping an evidence-led campaign of social media, direct mail to 8,000 homes, and pop-up events at key sites. Engagement was personalised: 270 residents received travel advice, 364 free tickets were redeemed, and 5,000 timetables distributed. Weekly ridership quickly reached 2,457 (over 80% of target), peaking at 2,920 by April 2025. Social media impressions topped 20,000, and wrapped buses reinforced brand visibility. Feedback showed strong satisfaction and long-term potential. By combining insight-driven planning, inclusive outreach, and clear branding, MK Loop demonstrated how targeted campaigns can accelerate patronage growth. It provides a replicable model for post-pandemic network redesign, aligning new service delivery with behaviour change through smart, locally rooted engagement.
Network Rail
'Trashspotting'
Launched on Global Recycling Day 2025, Network Rail’s Trashspotting tackled the growing issue of fly-tipping on rail land. A striking installation at King’s Cross—built from dumped goods—anchored a national media campaign highlighting the risks: wildlife harm, signalling damage, and safety threats. Research revealed only 54% of Gen Z knew fly-tipping is illegal, compared to 92% of Boomers. Media outreach included BBC Breakfast, Daily Mirror, and social platforms, reaching millions and raising awareness across demographics. Crucially, reports of fly-tipping to Network Rail rose 44% in March 2025 versus the previous year, evidencing real behaviour change. The campaign’s blend of bold visuals, research insights, and mass media engagement reframed fly-tipping as criminal and unsafe. By sparking national conversation and encouraging public reporting, Trashspotting showcased how creative communication can protect infrastructure, communities, and the environment.
Network Rail
'Trashspotting'
Launched on Global Recycling Day 2025, Network Rail’s Trashspotting tackled the growing issue of fly-tipping on rail land. A striking installation at King’s Cross—built from dumped goods—anchored a national media campaign highlighting the risks: wildlife harm, signalling damage, and safety threats. Research revealed only 54% of Gen Z knew fly-tipping is illegal, compared to 92% of Boomers. Media outreach included BBC Breakfast, Daily Mirror, and social platforms, reaching millions and raising awareness across demographics. Crucially, reports of fly-tipping to Network Rail rose 44% in March 2025 versus the previous year, evidencing real behaviour change. The campaign’s blend of bold visuals, research insights, and mass media engagement reframed fly-tipping as criminal and unsafe. By sparking national conversation and encouraging public reporting, Trashspotting showcased how creative communication can protect infrastructure, communities, and the environment.
Network Rail
'Trashspotting'
Launched on Global Recycling Day 2025, Network Rail’s Trashspotting tackled the growing issue of fly-tipping on rail land. A striking installation at King’s Cross—built from dumped goods—anchored a national media campaign highlighting the risks: wildlife harm, signalling damage, and safety threats. Research revealed only 54% of Gen Z knew fly-tipping is illegal, compared to 92% of Boomers. Media outreach included BBC Breakfast, Daily Mirror, and social platforms, reaching millions and raising awareness across demographics. Crucially, reports of fly-tipping to Network Rail rose 44% in March 2025 versus the previous year, evidencing real behaviour change. The campaign’s blend of bold visuals, research insights, and mass media engagement reframed fly-tipping as criminal and unsafe. By sparking national conversation and encouraging public reporting, Trashspotting showcased how creative communication can protect infrastructure, communities, and the environment.
Portsmouth City Council
Portsmouth Park and Ride: A More Commercial Approach
Portsmouth City Council repositioned its Park & Ride service with a commercial, customer-focused strategy. Partnering with First Solent, it refreshed branding with bright pink buses, modernised payment with contactless and app integration, and improved signage and information. Marketing emphasised affordability, convenience, and environmental benefits, reaching over 100,000 people through digital, social, and community channels. Usage hit an eight-year high, with a 16% year-on-year rise in passengers. Digital ticketing adoption grew steadily, increasing by 10% monthly since September 2024. Financially, costs fell 5% through retendering and retiring outdated machines. Reliability reached 93.6% punctuality with minimal lost mileage. Environmentally, the service intercepted vehicles at events like the Great South Run, reducing congestion and emissions. With customer satisfaction high and ridership recovering strongly, Portsmouth’s approach demonstrates how councils can modernise services, balance budgets, and enhance sustainability through targeted, commercial marketing.
Portsmouth City Council
Portsmouth Park and Ride: A More Commercial Approach
Portsmouth City Council repositioned its Park & Ride service with a commercial, customer-focused strategy. Partnering with First Solent, it refreshed branding with bright pink buses, modernised payment with contactless and app integration, and improved signage and information. Marketing emphasised affordability, convenience, and environmental benefits, reaching over 100,000 people through digital, social, and community channels. Usage hit an eight-year high, with a 16% year-on-year rise in passengers. Digital ticketing adoption grew steadily, increasing by 10% monthly since September 2024. Financially, costs fell 5% through retendering and retiring outdated machines. Reliability reached 93.6% punctuality with minimal lost mileage. Environmentally, the service intercepted vehicles at events like the Great South Run, reducing congestion and emissions. With customer satisfaction high and ridership recovering strongly, Portsmouth’s approach demonstrates how councils can modernise services, balance budgets, and enhance sustainability through targeted, commercial marketing.
Portsmouth City Council
Portsmouth Park and Ride: A More Commercial Approach
Portsmouth City Council repositioned its Park & Ride service with a commercial, customer-focused strategy. Partnering with First Solent, it refreshed branding with bright pink buses, modernised payment with contactless and app integration, and improved signage and information. Marketing emphasised affordability, convenience, and environmental benefits, reaching over 100,000 people through digital, social, and community channels. Usage hit an eight-year high, with a 16% year-on-year rise in passengers. Digital ticketing adoption grew steadily, increasing by 10% monthly since September 2024. Financially, costs fell 5% through retendering and retiring outdated machines. Reliability reached 93.6% punctuality with minimal lost mileage. Environmentally, the service intercepted vehicles at events like the Great South Run, reducing congestion and emissions. With customer satisfaction high and ridership recovering strongly, Portsmouth’s approach demonstrates how councils can modernise services, balance budgets, and enhance sustainability through targeted, commercial marketing.
HIGHLY COMMENDED
SEStran
Thistle Assistance Digital Awareness Campaign
SEStran’s Thistle Assistance supports passengers with disabilities and additional needs via a card and app discreetly communicating support requirements. In 2025, a £23k digital campaign revitalised awareness using social media, search, and video ads. Agile budget optimisation drove reach: Meta impressions hit 4.46m, link clicks surpassed 25,000, and website visits grew 814%. Card requests rose 2,477% (3,376 vs 131) and app downloads 5,147% (1,784 vs 34). The campaign also achieved an 80% viewability rate, well above benchmarks, and received overwhelmingly positive feedback. By rebranding and promoting Thistle Assistance digitally, SEStran demonstrated how small investments can deliver exponential impact. The initiative empowers vulnerable passengers, ensures staff are better informed, and strengthens equitable access. This campaign showcases best practice in low-cost, data-driven marketing for inclusive transport, with clear lessons for national rollouts of accessibility tools.
HIGHLY COMMENDED
SEStran
Thistle Assistance Digital Awareness Campaign
SEStran’s Thistle Assistance supports passengers with disabilities and additional needs via a card and app discreetly communicating support requirements. In 2025, a £23k digital campaign revitalised awareness using social media, search, and video ads. Agile budget optimisation drove reach: Meta impressions hit 4.46m, link clicks surpassed 25,000, and website visits grew 814%. Card requests rose 2,477% (3,376 vs 131) and app downloads 5,147% (1,784 vs 34). The campaign also achieved an 80% viewability rate, well above benchmarks, and received overwhelmingly positive feedback. By rebranding and promoting Thistle Assistance digitally, SEStran demonstrated how small investments can deliver exponential impact. The initiative empowers vulnerable passengers, ensures staff are better informed, and strengthens equitable access. This campaign showcases best practice in low-cost, data-driven marketing for inclusive transport, with clear lessons for national rollouts of accessibility tools.
HIGHLY COMMENDED
SEStran
Thistle Assistance Digital Awareness Campaign
SEStran’s Thistle Assistance supports passengers with disabilities and additional needs via a card and app discreetly communicating support requirements. In 2025, a £23k digital campaign revitalised awareness using social media, search, and video ads. Agile budget optimisation drove reach: Meta impressions hit 4.46m, link clicks surpassed 25,000, and website visits grew 814%. Card requests rose 2,477% (3,376 vs 131) and app downloads 5,147% (1,784 vs 34). The campaign also achieved an 80% viewability rate, well above benchmarks, and received overwhelmingly positive feedback. By rebranding and promoting Thistle Assistance digitally, SEStran demonstrated how small investments can deliver exponential impact. The initiative empowers vulnerable passengers, ensures staff are better informed, and strengthens equitable access. This campaign showcases best practice in low-cost, data-driven marketing for inclusive transport, with clear lessons for national rollouts of accessibility tools.
Stagecoach South Wales
Grand Days Out
Stagecoach South Wales launched Grand Days Out in 2024 with Age Cymru to tackle social isolation among older people. Using concessionary passes, participants enjoyed free group trips to heritage sites such as Cyfarthfa Castle and Rhondda Heritage Mine. Trips were supported by Age Cymru staff, easing confidence concerns and promoting sociability. Feedback was overwhelmingly positive, with passengers praising the ease, safety, and companionship of bus travel. The scheme has driven a 10% rise in concessionary journeys and raised awareness of the free pass scheme. Press coverage and political interest have grown, highlighting its potential replication elsewhere. By blending social value with ridership growth, Grand Days Out shows how operators can extend beyond mobility to enhance wellbeing, reduce loneliness, and reconnect communities. It reframes bus travel as a joyful, social experience, strengthening both public transport usage and community cohesion.
Stagecoach South Wales
Grand Days Out
Stagecoach South Wales launched Grand Days Out in 2024 with Age Cymru to tackle social isolation among older people. Using concessionary passes, participants enjoyed free group trips to heritage sites such as Cyfarthfa Castle and Rhondda Heritage Mine. Trips were supported by Age Cymru staff, easing confidence concerns and promoting sociability. Feedback was overwhelmingly positive, with passengers praising the ease, safety, and companionship of bus travel. The scheme has driven a 10% rise in concessionary journeys and raised awareness of the free pass scheme. Press coverage and political interest have grown, highlighting its potential replication elsewhere. By blending social value with ridership growth, Grand Days Out shows how operators can extend beyond mobility to enhance wellbeing, reduce loneliness, and reconnect communities. It reframes bus travel as a joyful, social experience, strengthening both public transport usage and community cohesion.
Stagecoach South Wales
Grand Days Out
Stagecoach South Wales launched Grand Days Out in 2024 with Age Cymru to tackle social isolation among older people. Using concessionary passes, participants enjoyed free group trips to heritage sites such as Cyfarthfa Castle and Rhondda Heritage Mine. Trips were supported by Age Cymru staff, easing confidence concerns and promoting sociability. Feedback was overwhelmingly positive, with passengers praising the ease, safety, and companionship of bus travel. The scheme has driven a 10% rise in concessionary journeys and raised awareness of the free pass scheme. Press coverage and political interest have grown, highlighting its potential replication elsewhere. By blending social value with ridership growth, Grand Days Out shows how operators can extend beyond mobility to enhance wellbeing, reduce loneliness, and reconnect communities. It reframes bus travel as a joyful, social experience, strengthening both public transport usage and community cohesion.
Transport for West Midlands
You're Bussing It
TfWM’s You’re Bussing It campaign rebranded buses as vibrant, community spaces rather than purely functional transport. A TV advert featuring real passengers in a continuous shot captured candid moments, while an art exhibition reinforced the theme. Distinctive visuals and a warm, human tone replaced typical transactional advertising. The results were transformative: 6.13m extra bus journeys were generated, well above the 1m target. Monthly patronage rose 2.6% post-launch, with a third of new users citing the campaign as their motivation. Recall reached 58% among public transport users. A festive free travel offer added 51,000 journeys. By shifting perceptions and sparking emotional connection, You’re Bussing It positioned buses as aspirational and communal. This campaign demonstrates the power of creative storytelling in driving modal shift, setting a new benchmark for engaging, effective public transport marketing.
Transport for West Midlands
You're Bussing It
TfWM’s You’re Bussing It campaign rebranded buses as vibrant, community spaces rather than purely functional transport. A TV advert featuring real passengers in a continuous shot captured candid moments, while an art exhibition reinforced the theme. Distinctive visuals and a warm, human tone replaced typical transactional advertising. The results were transformative: 6.13m extra bus journeys were generated, well above the 1m target. Monthly patronage rose 2.6% post-launch, with a third of new users citing the campaign as their motivation. Recall reached 58% among public transport users. A festive free travel offer added 51,000 journeys. By shifting perceptions and sparking emotional connection, You’re Bussing It positioned buses as aspirational and communal. This campaign demonstrates the power of creative storytelling in driving modal shift, setting a new benchmark for engaging, effective public transport marketing.
Transport for West Midlands
You're Bussing It
TfWM’s You’re Bussing It campaign rebranded buses as vibrant, community spaces rather than purely functional transport. A TV advert featuring real passengers in a continuous shot captured candid moments, while an art exhibition reinforced the theme. Distinctive visuals and a warm, human tone replaced typical transactional advertising. The results were transformative: 6.13m extra bus journeys were generated, well above the 1m target. Monthly patronage rose 2.6% post-launch, with a third of new users citing the campaign as their motivation. Recall reached 58% among public transport users. A festive free travel offer added 51,000 journeys. By shifting perceptions and sparking emotional connection, You’re Bussing It positioned buses as aspirational and communal. This campaign demonstrates the power of creative storytelling in driving modal shift, setting a new benchmark for engaging, effective public transport marketing.
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