First Bus Bristol specific hyper local targeted campaign – changing customer behaviour
The Let’s Get There Together campaign aim was to attract customers in Bristol back, so changing customer behaviour, to using the bus after lockdown. Focusing primarily on the leisure/retail market but also some targeted commuter corridors, getting people to make journeys to all the places they have missed over the pandemic.
The campaign was about working with local businesses (with a focus on those specific to the West of England rather than national chains), tourist attractions, BIDS and Visit West to promote these local hidden gems, the places people love to visit to shop, spend time with the family, go out for drinks with their mates and even going back to work.
We delivered a multi layered campaign, identifying and engaging with all target audience segments.
We created mass awareness quickly, and across all audience segments, through the activation of campaign messaging within geo targeted broadcast channels., including Greatest Hits Radio, HTV West, AdSmart.
We planned and activated a second campaign layer which focused on specific audiences (leisure, retail and commuter) identifying through behavioural and demographic data specifically within the Bristol Local Authority area. This layer was delivered through online media., including Paid Social Media, Digital Display, Paid Search and other Pay Per Click channels.
The third campaign layer was activated along First Bus routes, as indicated in the map and within 400m of a route, delivering messaging against specific audiences (leisure, retail and commuter). This was activated through online media and Direct Mail Drops.
Reached over 1.7 million audience profiles over the course of the campaign, delivering exceptional click-through rates, high volume of traffic to campaign landing page(s) and increased bus usage.
