On behalf of Transport Scotland, Amey planned to undertake an extensive road improvement programme on the A898 Erskine Bridge in October 2023. The only viable option to deliver these works was to fully close the southbound A898 Erskine Bridge and its associated slip roads, as there was no other safe way to separate motorway and non-motorway traffic before it joined the bridge. However, there was a great deal of resistance from political and operational stakeholders due to concerns over the disruption it would cause the travelling public.

To mitigate these concerns, a comprehensive communications plan was developed. Amey’s strategy recognised the need to provide timely and detailed information to the public and other stakeholders before any work taking place and for its duration. It rolled out across traditional and digital communication channels, utilising a mixture of media relations (press releases, webpages, social media) and paid advertising. Consultations were held with stakeholders: West Dunbartonshire Council, Glasgow City Council, Argyll and Bute Council, Community Councils, SPT, bus operators, Traffic Scotland, Transport Scotland, and the emergency services who provided input into the development of this scheme and their suggestions were incorporated into the communications plan.

Bespoke media packs were distributed to stakeholders to disseminate information about the roadworks. All communications were designed to direct customers to a dedicated web page on swtrunkroads.scot, which included a press release, a living FAQ, and progress updates on the roadworks. This page received 36,910 visitors. Social media content was issued on Facebook and X (Twitter), and posts were a combination of organic and paid-for. Paid-for content ran for 3 weeks and was geographically targeted. 41 tweets were issued and achieved a total of 1,193,946 impressions. 4 Facebook posts were issued, achieving 1,468,142 impressions, 501 shares, and 16,240 link clicks. 2 weeks of radio ads were broadcast on Clyde 1 and Capital FM, reaching 1,138,365 listeners. Print media was also utilised with an informative flyer drop reaching 62,560 properties across 22 postcodes.

The success of Amey’s travel information strategy can be judged by the fact that neither Amey nor stakeholder Traffic Scotland received any complaints regarding the maintenance, both in the run-up to and throughout its duration. A highly professional comms strategy achieved exactly what it needed to.

Glasgow’s travel safety campaign, launched in response to an unprecedented rise in road deaths in 2023, carries a simple message: ‘Let’s look out for each other’ and use our roads and public spaces with courtesy, care, and mutual respect. The campaign aimed to increase awareness of the modal hierarchy and remind users how to behave responsibly on roads and in public spaces.

The advert ran from November 2023 to January 2024 and depicts three transport users: one driving a car, one cycling a bike, and one walking. The modal hierarchy is demonstrated with the driver allowing enough space and time for the cyclist to continue their journey along the cycleway. A glance in the driver’s mirror shows awareness of the surroundings and recognition of the cyclist. The advert then follows the cyclist, who stops at a zebra crossing, allowing the pedestrian to cross the cycle lane safely. The pedestrian then interacts with someone leaving a café, allowing them to pass with a friendly ‘thank you’ and ‘you’re welcome’. This showcases the natural, everyday courtesy that applies when using roads and public spaces. It concludes with a positive message: “Be kind, feel good, pass it on”.

The TV advert reached over 1 million individuals across Glasgow and the west of Scotland. The recorded reach of the bus advertisements was over 5.5 million, roadside digital boards was over 480,000, and the Glasgow Times’ reach was over 7,700. At a time when public discourse has become polarised, this campaign serves as a reminder that all road users must share the space together for the good of each other.

First Bus, one of the UK’s largest bus operators, employs around 13,000 people across the UK and has pledged to achieve a zero-emission fleet by 2035. In Scotland, First Bus operates services across Aberdeen, Greater Glasgow, and Lanarkshire. In 2023, nearly 94 million passenger journeys were operated by First Bus, ensuring connectivity throughout local communities. The recent completion of the electrification of the flagship Glasgow Caledonia depot has made it the UK’s largest EV charging facility.

Project / Initiative or Service Overview In response to the U22 Scheme introduction, First Bus launched a campaign to promote bus travel to young people, aiming to establish it as a cool and credible option. During a six-week burst, the ‘Free to Explore’ campaign targeted individuals under 22 and their guardians to deliver creativity beyond typical transport company expectations.

Objectives:
Increase the number of people using their National Entitlement Card (NEC) on First Bus services by 2%.
Increase scheme revenue by 3%.
Achieve 60% card acquisition across the eligible population within operational areas.
Improve brand reputation metrics.
Research and insights into Gen Z preferences shaped the campaign strategy, revealing key insights:
Young people associate buses with freedom and independence.
Despite practical barriers like inconvenience and price, young people often dislike using buses.
The bus system can seem daunting to them.
Asking for help or making mistakes can lead to feelings of embarrassment.
Young people typically need a nudge to build initial confidence regarding routes, pricing, etiquette, and expectations.
These insights informed the creation of a music video, which doubled as an advertisement. Tapping into the Scottish grime scene, the video featured a bespoke rap and a carefully selected cast representing the target audience, with inclusivity and diversity at the forefront. The bold and innovative concept highlighted how the scheme empowered young people to express themselves and gain the freedom to explore.

The campaign’s media platforms included Instagram, Snapchat, and TikTok, which are visited daily by over 55% of young people. Additionally, two bespoke murals by a local artist were commissioned in Glasgow and Aberdeen, positioned as the ‘hottest new selfie spots’ to encourage further engagement.

The campaign significantly impacted the target audience, resulting in increased patronage, trip frequency, and card acquisition. The high performance of media and PR efforts indicated strong resonance with the target demographic.

The ‘Glide to the Airport’ initiative showcases the seamless connectivity provided by Edinburgh Trams for local residents, tourists, and business visitors, with parallel upgrades to the ‘Edinburgh Ticket’ sales website for a revamp and relaunch in anticipation of user growth ahead of the Newhaven extension opening last spring.

The new website and mobile platform now offer the full range of airport travel products, including open return tickets that don’t expire until the return trip is taken. It also features multi-day options valid for transfers from the airport plus unlimited tram travel during three-, four-, and five-day stays. Other upgrades include new payment options, such as Apple Pay and Google Pay, plus the option to store travel tickets in Apple and Google wallets.

As a result, ticket sales via the website have more than doubled, with over 11,000 tickets purchased in August 2023 alone, and the monthly average now stands at over 10,000 sales. Edinburgh Trams has partnered with some of the city’s world-famous attractions such as Edinburgh Bus Tours, Johnnie Walker Princes Street, and Hard Rock Café, to offer tram ticket holders discounted rates, delivering a significant boost for businesses in the city.

Ticket sales have also been boosted by ticketing options that tie in high-profile sporting and cultural events, including ‘Rugby Return’ tickets for the series of national and international fixtures at Murrayfield Stadium. These offers frequently feature on advertising space inside the airport terminal after the arrivals hall and the ‘Customer Information Lounge’ tram at the Airport tram stop.

As a direct result, the market share of airport transfer customers has grown massively and contributed to record-breaking patronage figures across the network – 9.1 million customers in 2023. Passengers have responded quickly to ticketing, marketing, and promotions, solidifying Edinburgh Trams as a high-quality transport provider.

McGill’s acquired Midland Bluebird in September 2022 and transformed the branding back to the classic Midland Bluebird brand, reimagined for the 21st century by working with the industry-leading design agency Best Impressions. The two-tone blue livery includes the much-loved ‘flying bluebird’ logo, with its colourful design carried through to the website and app. McGill’s recently took over responsibility for all roadside info from Falkirk Council, to which the Midland Bluebird branding was applied.

Bus shelters now benefit from full-height customer information panels: on one side, customers see a clear map showing all six stops served, with colour-coded route number tags indicating which bus stops where, along with destination and fare information; on the other side, the colour route number tags show departure times and estimated journey durations, with the same colours used to display routes on a large-scale map of the wider Falkirk network. Also shown are customer contact centre details and a QR code to download the Midland Bluebird app for real-time departure information and easy ticket purchase before travel, speeding up boarding times and boosting reliability.

They have also reintroduced printed timetables and booklets for Stirling and Falkirk, which are available on buses and distributed to outlets and communities. These improvements have helped deliver an impressive 16% increase in network-wide customer numbers compared with September 2022, when the business was acquired.

August 2023 saw weekday frequency doubled to 4 buses per hour on routes 3 and 4 between Falkirk and Grangemouth, resulting in a 26% passenger growth. A dedicated fleet of transformed twin-deck buses debuted on interurban X36 and X37 express routes linking Stirling and Falkirk with Glasgow, rebranded as Swift. Since this relaunch, passenger numbers have risen by 20%. Meanwhile, over 38% more customer journeys have been made on Unilink between September and November 2023.

ScotRail initiated a significant review of its marketing efforts as journey numbers tracked behind target, lacking a clear strategy to change the commercial performance of the organisation and drive long-term behaviour change towards train travel. Research revealed that previous advertising strategies had assumed a level of brand attachment, salience, and readiness to travel by train that simply wasn’t there. Staff and customer research showed that colleagues considered themselves part of a railway family, emphasising the importance of being there for each other and every customer, recognising that train travel isn’t frequent for many. Moreover, ScotRail had failed to communicate its key purpose: to connect communities, visitors, and businesses. The marketing team aimed to position ScotRail as more than just a way of getting from A to B; it was also to demonstrate the numerous ways the organisation connects people. The creative platform, ‘Your Ticket Goes Further Than You Think’, was adopted. Campaign results were measured in three ways: Brand health, campaign performance, and ROI.

Brand health: Brand index tracking demonstrated a move from 3.1 in February 2023 to a peak of 15.4 in May 2023 (YouGov, Index 2023). Brand recognition was at its highest since measurement began, with 45% of respondents agreeing they had awareness of recent advertising about rail travel in Scotland (56 Degree Insights, ScotRail Tracking 2023).

Campaign performance: 53% recognised the campaign when prompted. Ad recall was highest among the youngest age group of 16-24 (56 Degree Insights, ScotRail Brand Tracking 2023). Frequency of train travel use in Scotland increased; pre-pandemic, 31% of people said they never used the train, which has decreased to 21%.

Citylink initiated a sponsorship campaign for the travel TV series Sean’s Scotland, hosted by popular weatherman Sean Batty and aired on Scottish channel STV. The partnership provided Citylink with an opportunity to raise awareness of its network across Scotland, reach a wide audience, and establish a strong brand association with one of the country’s leading travel programmes.

Viewers could visit the Citylink website to explore routes and purchase tickets. The series followed Sean as he travelled across Scotland, with a map illustrating his route, creating synergy with travel. The Citylink logo and bumpers were prominently featured throughout the programme, along with bespoke on-air marketing support produced by STV.

A survey was conducted, consisting of a questionnaire before and after the programme aired, with a total of 1,057 complete responses received. Awareness of Scottish Citylink increased from 81% to 83% among respondents following the campaign, ranking joint third behind Scotrail and Stagecoach. Regarding short breaks, 37% of respondents indicated they would consider Scottish Citylink after the programme aired, compared to 33% before, rising to 46% among Sean’s Scotland viewers.

Additionally, 50% of respondents reported seeing the Citylink sponsorship clips during the programme, equivalent to approximately 2.25 million adults across Scotland.

The campaign aimed to position Stagecoach as the preferred choice for individuals aged 15-21 in Scotland, challenging the prevailing negative perceptions of bus travel among this key demographic. The focus was on promoting bus travel as a smart and cost-effective alternative to other modes of transportation, particularly in comparison to Uber or taxis, which are increasingly popular among young people, posing a threat to the development of sustainable travel behaviour. The campaign highlighted the accessibility and affordability of Stagecoach tickets, such as the NEC for free travel or the range of discounted Stagecoach youth tickets.

The “Bussed It Bossed” video campaign was developed, combining humour and music to present compelling reasons for younger people to choose the bus, with slogans like “Less Cabs, More Kebabs,” “Got Phone, Got Home,” and “Less Walking In, More Lying In.” The “Bussed It Bossed It” video has garnered over 11,000 views on YouTube, with audience consideration peaking at a 4.5% increase compared to the pre-campaign period.

Influencer marketing was conducted in West Scotland, where content was shared on TikTok and Instagram. Influencers created and shared content discussing their day out with Stagecoach, utilising their concessionary bus pass for travel and planning their trip with the Stagecoach Bus App. This activity generated 2.26 million impressions and 14,500 clicks, with individual videos achieving an engagement rate of up to 7.47%, above the industry average.

Stagecoach has observed an increase in passengers aged 16-21 using their concessionary bus pass for travel and in sales of student tickets, with an average 33% increase year-on-year when comparing the period between May and December 2023 to the same period in 2022. The highest volume of usage (over 1.3 million across Scotland) was recorded during the key campaign activity period (September/October), coinciding with the start or return to College or University. Due to the campaign’s success, a follow-up campaign is now underway across Scotland.

Stagecoach West Scotland initiated the “Let the Good Times Roll” campaign to encourage individuals over 60 to resume bus travel after the pandemic. The campaign emphasised the benefits of social connections, leisure activities, and exploring destinations by bus, utilising diverse and authentic imagery, including photography and illustrations representing local landmarks and popular activities among this age group. Facebook advertising targets specific demographics to ensure maximum impact. A poster drop was conducted in GP surgeries frequented by the target audience to generate awareness and interest. Over four weeks, the Facebook campaign generated 1.7 million impressions and 12,000 clicks to our dedicated concessionary web page.

A key element of the campaign was a fun and inspiring 30-second radio advert broadcasted across local radio stations in South West Scotland, reaching an audience of up to 300,000 listeners. Another unique and engaging tactic involved taking over pharmacy bags at 60 locations in South West Scotland. These bags featured our creative design, and hosted a competition offering a year’s senior free membership to the Scottish National Trust as the prize. By tracking the number of competition entries, we effectively measured the impact of the pharmacy bag campaign and assessed its success in capturing the attention and interest of our target audience.

Since the start of the campaign, patronage in this category has risen by 11% and is performing more than 5% above the budgeted expectation.

Stagecoach demonstrates its expertise in market and customer research by successfully launching its new bus service, the ‘Aviemore Adventurer’, despite national bus patronage struggles. Launched on May 22, 2023, the service addresses the capacity issues at Cairngorm Mountain’s car park. Research revealed a growing interest among visitors in utilising multi-modal travel options, including bus, walking, and cycling, to reduce carbon footprints. Additionally, visitors typically engage in outdoor sports and activities.

New high-quality vehicles were carefully selected for the service, designed to accommodate bike and ski storage and luggage. A strong brand and livery were adopted, ensuring easy recognition for visitors unfamiliar with Stagecoach. The green colour scheme reflects the outdoors and the sustainability of bus travel over diesel/petrol cars. The livery also features the Cairngorms mountains, popular activities such as cycling and skiing, and local wildlife like deer.

By January 2024, nearly 20,000 passengers had utilised the service, resulting in almost 5,000 fewer car journeys based on an average of four people per car. This reduction has alleviated car park congestion and decreased carbon emissions. From July to September, the service carried an average of 1,200 passengers per day, often reaching full capacity. Passenger numbers continue to show an upward trend.

Feedback from local authorities, passengers, and stakeholders has been overwhelmingly positive, with particular praise for the ability to transport bikes, the visibility of the brand, and the service frequency. The successful execution, including effective branding and marketing, high-quality vehicles, and meeting customer demands for sports equipment carriage, has proven effective. This strategy resembles Scotrail’s successful Highland Explorer initiative, demonstrating the spread of best practices.