Agency: Cogent Elliott | Authors: 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...