Arriva Buses: Getting bums on seats - IPA Effectiveness Awards Case Study 2005

Brief Description: This paper shows how Arriva buses bucked the trend of declining passenger numbers, and a long-term decline in passenger numbers in the market as a whole. Targeting light-to-medium frequency bus users who could be persuaded to use the bus more often through a massive six-monthly door drop of bulletins. The bulletins featured user-friendly route maps; destination suggestions; guides to service frequencies and money-off vouchers - each bespoke to its respective routes. The campaign has reversed the underlying decline in passenger numbers, by generating positive growth of well over a million incremental journeys in the test periods alone, at positive ROI ;---(TAGS)--- Full Title: Getting bums on seats. How Arriva buses bucked the trend of declining passenger numbers ; Number: 2005/20 ; Brand Name: Arriva Buses ; Client: Arriva Plc (Buses Division) ; IPA_ProductCoding: Travel & Transport (Public transport - bus, tram, coach, taxi, rail transport, Underground etc.) ; Agency: Cogent Elliott ; Author: Mike Rayner, Nicola Simpson ;