Agency: CWG | Author: 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...