Arriva promoting bus travel on TV

Arriva has launched its first ever TV advert as part of a long-running marketing campaign.

The pilot commercial, ‘There’s a Bus for That’, aims to encourage passengers who normally travel by car and other modes of transport to consider using the bus. The overall campaign is aimed at not just highlighting Arriva, but at changing people’s behaviour and encouraging them to travel by bus. The campaign is intended to promote bus usage across all operators.

The company’s research suggested that to deliver real behaviour change emotional engagement was key, which is why There’s a Bus for That focuses on how the journey will connect people with where they want to go and the loved ones they want to be with.

The ad has launched across Merseyside, Luton and Milton Keynes as a pilot project.

The TV advert is being shown in cinemas and on-demand streaming services.

Throughout the campaign, bus use will be tracked in the target areas. The campaign will also track how audiences are interacting with the campaign, such as the number of views and clicks the online elements of the campaign are getting and how many ticket sales it has driven.

The TV ad is just one element of a long-term marketing strategy focussed not only on growing Arriva’s brand but also on encouraging people to use the bus. If the campaign is successful in attracting more customers, then it is planned to be rolled out in other parts of the country.

“We need to put bus front of mind with this campaign, and for us to do that we need to connect with the audience on an emotional level” – Alistair Hands, managing director, regions

Alistair Hands, managing director, regions, said: “We have our sights set on sustainable growth – getting more customers on our buses and turning them into regular passengers.

“We’ve looked at the market to see who travels by bus and who could potentially become a customer, and that is who we’re targeting with this campaign. We need to put bus front of mind with this campaign, and for us to do that we need to connect with the audience on an emotional level, which can be seen in our TV advert.”

Creative agency SNAP LDN was appointed to launch the campaign to drive behaviour change.

Bus transport has long been underappreciated despite its crucial role in serving countless people.

SNAP LDN worked with Girl&Bear to create the TV ad.

The TV ad campaign will initially run until 18 August 2024.