Stagecoach Manchester take northern route to achieve Megarider sales boost

Background
Stagecoach Manchester, one of the UK’s leading bus operators, came to Studio North because they wanted to boost sales of their weekly Megarider ticket, and also to increase awareness of bus travel as a real, value-for-money alternative to the car, particularly during the festive party season. Our priority was to turn sales of the Megarider around (which had previously been in decline) by convincing infrequent bus users to upgrade their typical single ticket purchases to the weekly Megarider ticket which represents far greater value.

Additionally, as part of their ongoing marketing plans, Stagecoach wished to develop their email database through an appropriate feedback mechanism.

Solution
In an eleven week campaign, posters, leaflets and contravision vinyl graphics on the Stagecoach fleet were used to maximum effect, as well as online, bus rear, radio and ticket-back advertising to form an integrated media plan.

The first phase of the campaign was targeted at the existing bus users. The creative clearly relating how little extra a Megarider ticket would cost when compared to say three daily single ticket purchases.

In addition, we came up with a hook in the form of a competition to win an iPod nano and Megarider tickets, with the utilisation of a microsite providing the ‘enter and win’/data capture mechanism.

Phase two was aimed at non bus users and built around a simple strapline of "One ticket, one week, one purchase" delivered mainly through the external bus livery.

The campaign proved to be one of the most successful ever undertaken by Stagecoach Manchester, with greatly increased ticket sales and a huge response to the competition.

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

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