Action Buses: Network 2008 Launch

As a result of service cutbacks in 2005, Action, the public bus network in Australia's capital city, Canberra, was suffering from poor patronage and a lack of trust in the brand.

Action Buses: Network 2008 Launch

Grey Canberra Australia

Challenge

Action, the public bus network in Australia's capital city, Canberra, was suffering from poor patronage and a lack of trust in the brand, as evidenced by quantitative research. This was the result of service cutbacks in 2005. A process of community consultation uncovered considerable scepticism about Action's ability to roll out a viable new network.

The objectives for the rebranding and marketing campaign to launch the upgraded service – Network 08 – were to improve the overall image of Action, restore faith in the brand and reverse the decline in...

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