Although two years of above-the-line support had raised brand awareness, research showed that potential customers needed basic information if there was to be growth in Arriva ticket sales.
Our single-minded and locally focused campaign of 3-monthly bulletins to 2.5 million homes was employed to stimulate the turnaround.
The 75 chosen corridors for the information campaign (which included route maps, timetables and vouchers in the distinctive Arriva style and tone) saw an 11% increase compared to areas not targeted. As a result, Arriva picked up two million more fares while we scooped an IPA Effectiveness Award.
