In response to continued criticism from the people of Bristol, First conducted a root and branch review of their services and fare structure. The resulting campaign, which outlined the changes First was going to implement in the city, was called “Fairer Fares for Bristol’.
All subsequent marketing material was delivered by the mhd partnership, and the campaign resulted in a 14% uplift in passenger numbers in the city. Just as importantly, perception of the company by both local people and local media, started to change.
Winner of the following awards:
Winner • National Transport Awards 2014 - Excellence in information and marketing.
Winner • Bristol Post Business Awards 2014 - Marketing campaign of the year.
Silver winner • UK Bus Awards 2014 - Marketing initiative of the year.