Arriva Launches New Campaign to Boost Bus Travel
Arriva has launched a new campaign titled 'There’s a Bus for That...' to encourage bus travel across the UK. This initiative, created in partnership with SNAP LDN, aims to shift public perception and increase bus usage by highlighting the essential role buses play in daily life.
The campaign started with a 60-second TV commercial featuring a story of two young people meeting for their first date. This multi-channel effort will target regional audiences through various platforms, including TV, cinema, social media, and press.
The 'There’s a Bus for That...' campaign emphasizes the emotional and practical benefits of bus travel, addressing different transportation needs. It aims to instill a sense of pride in bus services by showcasing how they connect communities and facilitate important journeys.
Cora Woodhouse, marketing and customer service director at Arriva UK Bus, stressed the importance of connecting with the audience on an emotional level. She noted that customers care more about the connections buses facilitate rather than the service provider itself.
Carat is handling the media planning and buying for the campaign, ensuring broad coverage through BVOD, OOH, and owned bus media. The commercial films were directed by Zak Razvi through Girl&Bear Studios.
In 2023, Arriva started working with SNAP LDN following a successful creative agency pitch. The pilot campaign is part of a strategy to optimize and expand Arriva's new marketing communications brand.
Jon Boardman, CEO of SNAP LDN, expressed pride in the campaign, highlighting its innovative nature. He believes the stories will resonate with the public and showcase the indispensable role buses play in society.
