CPT takes on coach marketing campaign

A project to launch a nationwide television advert campaign promoting the coach industry has been taken on by the Confederation of Passenger Transport (CPT).

Bus and Coach Buyer reported on the first incarnation of the campaign, which was the brain child of Candice Mason of Masons Coach Hire. Candice originally spearheaded the initiative, which saw her work with a marketing agency to develop a plan for advertisements. After presenting the proposal to the industry, a request for financial pledges was made to operators.

The money pledged fell short of the target. Despite this setback, CPT is rekindling the project and is now heading it.

“We are going to go for a national television campaign, focused on day time television spots, which has been identified as having the most potential” – Tom Bartošák-Harlow

Tom Bartošák-Harlow, Head of External Relations at CPT, told Bus and Coach Buyer: “The operator-led campaign attracted a level of support, but it was felt not enough to take forward in the scale hoped for.

“CPT has been in conversation with those involved, making sure they are happy to support it still.

“The CPT has been working with a marketing and advertising agency to understand what is possible. We are going to go for a national television campaign, focused on day time television spots, which has been identified as having the most potential.

“We now need to understand how much of those pledges will translate into donations. We need to make sure we reach the level that has been promised.”

The CPT will now be contacting those who have made pledges to ensure they would still like to support the campaign. Once the necessary financial support has been guaranteed, the CPT is expected to commission the advertisements. If they go ahead, the promotions are planned to air later in the year.

• Operators and others who wish to pledge their support to the campaign are urged to contact Phil Smith, CPT Coaching Manager: [email protected]