First launches leisure service brand

First South West has launched ‘Adventures by Bus’, a portfolio brand of leisure services.

The brand incorporates a ‘family’ of First-operated services across Somerset, Devon and Cornwall; including Atlantic Coaster, Falmouth Coaster, Land’s End Coaster, Day Tripper, The Lizard, Dartmoor Explorer, Discover Exeter and the Exmoor Coaster.

It is hoped visitors using the service will be attracted to trying all ‘Adventures by Bus’ services and are encouraged to compare and contrast them.

The team called on Alex Warner from Flash Forward Consultancy and Ray Stenning of transport design and branding house Best Impressions to develop the brand.

The branding has been put in place in response to increased demand from the UK’s growing staycation market. The initiative involves integrated partnership work which has seen the small team affiliate closely with destinations and local stakeholders such as the National Trust, Dartmoor National Park, Exmoor National Park, Visit Cornwal, Cornwall Chamber of Commerce and local councils among others.

“Adventures by Bus is a really exciting proposition for us, it is a bold diversification and expansion into the leisure industry by First South West” – First South West Commercial Director, Marc Morgan-Huws

First South West Commercial Director, Marc Morgan-Huws, said: “Adventures by Bus is a really exciting proposition for us, it is a bold diversification and expansion into the leisure industry by First South West and answers the call from a growing tourism market who are seeking to authentically explore their chosen destination. The current eight adventures are only the beginning of our plans to capitalise on the growing number of staycationers while encouraging locals to explore what is on their doorstep, promoting the natural beauty of the area, the plethora of world-class attractions, outstanding eateries and eclectic range of things to do in and around the south west.”