Arriva Buses - Getting bums on seats. How Arriva buses bucked the trend of declining passenger numbers

Mike Rayner and Nicola Simpson

The objective Arriva set for this campaign was a tough one: to increase the number of passenger journeys, in the face a long-term decline in passenger numbers in the market as a whole.
Agency: Cogent ElliottAuthors: Mike Rayner and Nicola Simpson

Arriva Buses – Getting Bums on Seats. How Arriva Buses Bucked the Trend of Declining Passenger Numbers

INTRODUCTION

Buses provide a socially vital, environmentally sound, economically important service to millions. Despite this, the industry has been drastically under-promoted, and has been suffering a severe decline in passenger numbers for decades.

Our paper describes the journey Arriva and its advertising partner Cogent Elliot took in bucking this trend – undertaking the largest marketing campaign ever seen in the industry. It tells how, over the course of three years, we were...

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