STAGECOACH SOUTH WEST
(HOP122 LAUNCH) - Partnership promotion
In 2017 Stagecoach re-launched its Torbay Hop 122 service by unveiling distinctive new liveries, for 6 buses, featuring ‘bus hopper’ animal characters.
Our challenge was to deliver an impactful launch event and incentivise local families to use the service.
We invited local schools to name the hopping characters and also participate in the launch, by boarding the buses and taking a fun tour of the Bay.
Stagecoach initiated a partnership promotion with the local visitor attractions, along the 122 route, hosting a hopping character and giving away animal stickers for children to include in a free Stagecoach ‘Adventurers passport’.
All six Hop 122 buses were unveiled on Paignton Seafront by Stagecoach MD Bob Dennison, Mayor Gordon Oliver and Richard Cuming, Chair of English Riviera Attractions. The buses then took the schoolchildren on a tour of the bay to visit the partner attractions.
We achieved a good mix of local media coverage and, post launch, the service enjoyed a successful summer with passenger numbers much higher than expected.
We have been working in partnership with Astley Media for a number of years.
They have provided invaluable support on numerous projects - everything from sourcing an a cappella choir to crisis communications with local media - and have always done so with a combination of professionalism and good humour.
Marketing Manager, Stagecoach South West