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APS Group has used the following skills/services in the project.
An integrated marketing campaign to inspire people about all the different trips they can use their megarider for to increase sales of this weekly ticket. Sales of the megarider weekly bus ticket were in decline. Research showed that people struggled to see the true value of the ticket, especially if they were working only a few days per week.
Our brief was to inspire people to use the ticket for more than just work, and help people see that it really is value for money to enhance sales. Our photographic approach and strong headline was a bit of a departure for Stagecoach as it had a more conceptual angle. We used a simple photomontage of our models dressed for different occasions to visually inspire passengers, and then used good retail messaging to deliver the payoff and the price.
The campaign was then rolled out across out of home, online and radio, and has helped Stagecoach reverse the downward trend in megarider ticket sales.
