Campaign urges more concessionary pass bus use
A government campaign is urging more concessionary pass holders to make use of buses.
The new ‘Take the Bus’ campaign is targeting people aged 66+ and disabled people who are eligible for a concessionary pass, to encourage them to use the free bus travel available. The move comes as statistics show concessionary journeys are down by more than a third since before the pandemic.
It also follows a statement by the Local government Association (LGA) saying the way the concessionary scheme is funded is flawed. See B&CB issue 1656 (14 July) for operators’ take on the LGA’s statement.
The ‘Take the Bus’ campaign reminds passholders of the benefits of using bus travel, including staying active, visiting new places, taking up hobbies and seeing friends and family – while saving money on travel. The new adverts encourage pass holders to ‘Take the Bus’, with posters and social media assets made available for local authorities, bus companies and others to customise, co-brand and use in their area.
Along with the government’s £2 bus fare cap scheme, the campaign aims to get more people using the bus to help reduce congestion and emissions, while supporting the bus industry and helping grow the economy.
“Here at Arriva we will be extending the reach of the DfT campaign, pushing the campaign via our website, email, social channels and app” – Cora Woodhouse, Arriva marketing and customer service director
Cora Woodhouse, Arriva marketing and customer service director, said: “We’re pleased to be working with the DfT to support and encourage concessionary travel across our network. We are keen to remind the communities we proudly serve every day that we are here to connect them to the places they want to get to and the people they love and for no cost with a concessionary pass.
“There are many places you can use our services to visit and enjoy days out and of course, taking the bus offers an environmental and social benefit too! Here at Arriva we will be extending the reach of the DfT campaign, pushing the campaign via our website, email, social channels and app, we will also be investing in a paid for media campaign alongside local community events, firstly in Yorkshire and the East Midlands with the view to then roll out across our full network.”
“At First Bus we’re excited to welcome more customers on board to discover where a concessionary pass can take them” – Simon Pearson, Chief Commercial Officer, First Bus
Simon Pearson, Chief Commercial Officer, First Bus said: “The bus is an ideal way for older people to get out and about and enjoy life in their local area and beyond. Bus travel adds the experience of the day, whatever you have planned. At First Bus we’re excited to welcome more customers on board to discover where a concessionary pass can take them.”
“In Transport Focus’s forthcoming research 91% of free pass holders told us they knew a fair amount about their local bus service, so now is a great time to give it a go and take the bus” – David Sidebottom, director at the independent watchdog Transport Focus
David Sidebottom, director at the independent watchdog Transport Focus, said: “Passengers tell us that buses are a vital lifeline to help them see family and friends, visit highstreets, get to essential appointments, and connect them to the places and things they love. This campaign is great news for bus pass holders and hopefully they will take full advantage to get out and about and travel to places old and new.
“In Transport Focus’s forthcoming research 91% of free pass holders told us they knew a fair amount about their local bus service, so now is a great time to give it a go and take the bus.”