West – MARKETING PUBLIC TRANSPORT 1988

Description

Facing extensive change from bus deregulation, Cheshire County Council launched the Cheshire Bus marketing campaign to inform and reassure the public and maintain service levels. The council appointed McCormicks Publicis to create a bright, professional identity and deliver posters, newspaper ads, district leaflets, over 130 timetable leaflets, town maps, and a Sunday Adventurer ‘‘anywhere’’ ticket promotion. A hotline (six local numbers) became a permanent information and mail-order service handling ~80 calls daily and a 1,500-name mailing list. Initially operating on ~£20,000 p.a., publicity spending rose to over £200,000 p.a. as deregulation increased service changes and competition. The County produced coordinated timetables where commercial operators did not, adopted a Cheshire Bus sign for contracted services, and set contractual reliability standards and lower fares. Regular Bus Bulletins, updated maps and rapid timetable revisions (using in-house IT and multiple printers) keep passengers informed. The report concludes counties should proactively market public transport and that agencies can supply essential expertise and resources.