selling bus travel in winter is a tough gig

A few years ago we worked on a joint operator venture with a brief to change people's attitudes towards bus travel.

Fresh creative and fresh messaging (standard) were coupled with an offer of seriously discounted bus travel across a wide area. The campaign looked great, the media was in place but one thing was against us - the time of year. Persuading people to get out of their cars and try a bus for the first time in years wasn't conducive with the dark, wet and cold days of early December.

A bit like selling winter coats in the height of summer, it's just not the best bit of timing if you want to get the most out of your budget. A new user's first experience of the bus needs to shatter all of their misconceptions - the ones that were probably stopping any use in the first place.

If they end up standing in the pouring rain freezing their knackers off at a shelter with no roof, waiting for a late afternoon bus that, by this time is likely to have a dirty floor - it isn't going to do much at all. No matter how you want to dress it up, winter months aren't the best shop window for bus travel.

But if you're patient and wait for the lighter nights of spring when there's a whiff of optimism in the air, for those waiting to be converted, the bus becomes a whole lot more appealing.

Want to see the campaign in question? Just click here.

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