Client: Arriva Bus
Project: Launch of a new service (running every 10 minutes)
Objective: To create awareness of the new service in the trial area of Luton and encourage use
Audience: Regular bus users, plus car focused shoppers and commuters
Issues: The new service premise was that with buses every 10 minutes, users would not have to worry about timetables and would be encouraged by the frequency. The service did not apply evenings and Sundays and only applied on certain key routes. The service had to be recognised as an Arriva service.
Involvement: Developed a strategy proposal which included creating an identity for the service (one that sat comforably with the Arriva brand). Prepared a pitch support document that clearly set out the customer benefit proposition and justification for the creative solution. Worked with a creative director to develop the core campaign concepts and branding for the pitch. Wrote all copy for the campaign materials including billboard posters and door drop leaflets. Co-ordicated the DM capmaign (door to door leaflet distribution) including demographic targeting proposals and value analysis.
Outcome: Pitch was won.
Brand identity for the service (Breeze) was adopted.
Creative concepts & strategy were all taken through to fulfillment. Launch was considered a succes by client and is awaiting roll out to other routes & locations.
Agency is now working on next Arriva project.
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