cheesy imagery does little to alter perception of bus travel

Creating a great advertising campaign encouraging people to use the bus certainly isn't easy.

Many people would agree bus travel suffers from an image problem based on the product itself alongside the type of people perceived to use it. As such, it's the responsibility of the client marketing team and their agency to do all they can to change this - producing work that is engaging, exciting and appealing. Changing opinion one campaign at a time.

One thing that lets the industry down is the over-reliance on poorly chosen stock imagery. The '2.4 kids family out shopping with colourful bags, sharply dressed men in suits commuting, groups of young women clinking champagne glasses' type of thing that have a very dated feel to them. It's the 1990s in a jpeg.

Unfortunately, it's cheap and quick for the agency to do and ultimately stops them having to come up with a genuinely creative idea. The type of idea that their standing and fee should return. The type of idea that challenges people's behaviour and ultimately their attitude. The type of idea and execution that makes people sit up and think 'That's from a bus company?'

But if you are going to use imagery as a key feature of your campaign, at least do it properly. Pick three or four shots that do the work justice and execute them as if your brand's reputation depends on it. Because it does.

Just steer away from the cliched, cheesy lifestyle images that do nothing to alter the long-standing misconceptions currently tainting the industry.