After a prolonged bus driver strike, Go North East faced a significant drop in passengers. People had already found alternative ways to get around, and frustration with the service lingered. We needed to win back trust and make bus travel feel relevant and inviting again.
Provocative Thought
We tend to think of buses in terms of the ‘metal.’ But the magic of bus travel isn’t in the vehicles—it’s in the people who ride them. By celebrating passengers and their everyday journeys, we could reframe getting the bus as something fun, familiar, and worth returning to.
Solution
A bold and cheeky campaign, “Get Your Bum On Board,” injected personality into bus travel, using humour, relatability, and a strong call to action. Whether it was a mum’s bum, a football fan’s bum, or even a bum in a banana suit, we showcased a community of real riders and their journeys.
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