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.
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.