Arriva Northumbria

Owen Williams

Campaign in 1999 by CWG for a consortium of bus operators (Arriva, Nexus, Go Ahead and Stagecoach) to stimulate bus usage in the Tyne & Wear catchment area.
Agency: CWGAuthor: Owen Williams

Arriva Northumbria

INTRODUCTION

In the fifth episode of Star Wars, Yoda spoke these immortal words 'you must unlearn what you have learned'. This paper describes how Planning encouraged four very knowledgeable clients to challenge conventional wisdom and invest in a TV broadcast campaign that was very different to the way each of them had communicated with their audiences in the past.

THE TASK

In January 1999, a consortium of bus operators (Arriva, Nexus, Go Ahead, Stagecoach) appointed CWG to develop and produce a communications strategy geared towards stimulating bus usage in the Tyne and...

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