Transport for Cornwall is the home of Cornwall’s buses and trains. They’re working together to deliver a transport network that’s simple to use, great quality, and even better value for money.
We worked closely with the team to launch a lead campaign that would spread awareness of their new reduced fares across Cornwall, ‘Make Big Savings By Bus’.
This campaign is a UK first pilot scheme by Cornwall Council-led Bus Service Improvement Plan which helps to reduce bus fares. The aim is to increase bus travel across the whole of Cornwall at a time when the cost of living is rising. This scheme will significantly reduce the cost of bus travel within Cornwall, saving customers, on average, up to 1/3 of the cost of their journey. For example, single day travel tickets for just £5 (£4 for under 19s) can be used on any bus, any route.
The brief was to be clear, big, and bold. It had to have concise messaging in order to capture the audience quickly, whilst also being informative.
From digital advertising through to traditional print advertising, as well as vehicle livery, we helped get the messaging on the move throughout Cornwall.
We created a brand toolkit for partners to use across wider advertising activities.
Time To Bus
We also rolled out a smaller sub-campaign ‘Time To Bus’.
As well as targeting the general public, a campaign targeting the Under 19s was also created. The colouring and imagery used was different to connect with this demographic on TikTok and Snapchat.
Tap & Cap
In order to make travel easier and simpler, Transport For Cornwall introduced a new technology to allow passengers to use contactless payments to ‘tap on and tap off’ – Tap & Cap. This caps journeys to that no matter how many journeys are made, passengers pay no more than £5 a day or £20 per week.
We created on board branding for people to ‘tap on and tap off’ and also for point of sale. This was rolled out across certain buses all across Cornwall.
Bluestone360 have this tremendous ability to be flexible, turnaround campaign creative quickly, whilst delivering quality without compromise.