Parker – MARKETING & PROMOTING BUS SERVICES THROUGH BETTER INFORMATION 1991

Description

At a January 1991 conference Michael J. Parker, Head of Communications at Centro, reviewed bus deregulation’s impacts in the West Midlands and Centro’s response. Deregulation created public confusion by separating PTE and operators, prompting a rebrand to Centro and a refocus on three roles: transport professionals, consumer champion, and information provider. Operator-led information proved patchy—many omit competitors’ services, fail to update timetables, or provide no printed guides—so Centro expanded its own information services. Centro Hotline now handles about 30,000 calls monthly; Centro produces some 70 timetable leaflets, comprehensive maps for several areas, and has developed a database enabling interactive terminals. Centro also manages bus stations/shelters, upgraded signing, improved information centres, and trialled kiosks. Marketing has been limited to targeted promotions while most resources were invested in information. Looking ahead Centro plans departure displays, real-time monitoring, and greater marketing to highlight bus benefits. Parker concluded that better passenger information is central to increasing public transport use despite resource constraints.