Studio North get Stagecoach moving in Sheffield

Background
Stagecoach Group approached Studio North to help promote their acquisition of the bus fleet and routes of Yorkshire Traction Co. Ltd in Sheffield. Already having an existing local presence via the Sheffield Supertram, Stagecoach wanted to convey the message that they were now offering a comprehensive city wide bus network as well as the tram service. Also, users would only need to purchase the one ticket, be it daily or weekly to take advantage of the combined network.

In short, the campaign needed to be part brand awareness and part ticket promotion with timing critical to maximise impact at the proposed launch date of 2 May 2006.

Solution
Our previous experience of working with Stagecoach ensured we were familiar with a project of this nature and our designers cut straight to the heart of the offer with the simple strapline "By Bus, By Tram, Buy Just One Ticket".

It quickly demonstrated the dual network on offer and ensured the user was aware that one ticket would work for both bus and tram.

Throughout April, a pre-launch media campaign was planned and bought by Studio North. Regional press adverts were placed in the Sheffield Star in conjunction with radio ads on Hallam FM. In terms of literature Studio North produced a comprehensive network leaflet and produced several individual route promotion leaflets. Other requirements included external bus vinyls, on board posters, promotional giveaways, outdoor advertising and on-line banner advertising.

The campaign is ongoing and hence still in it's infancy but the early signs have been encouraging with excellent awareness of the new service and user numbers have so far exceeded expectations.

Visit the website:
http://www.stagecoachbus.com

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