First Group

The Brief

To encourage car users in Leeds – particularly commuters – to switch to using First Bus, the leading provider of bus services in the city.

To promote First’s ‘DayRider’ ticket.

To generate increased awareness of the First brand in Leeds.

Our Response

A fully integrated campaign was devised to encourage trial of First services in Leeds, using the theme ‘Friday First’.

Drivers were targeted on Fridays with a promotion to persuade them to leave the car at home and enjoy a drink after work – with First Bus providing the transport. The campaign used the strapline “You drink…we drive”.

Special discounts were arranged with pubs, bars and clubs in Leeds for holders of ‘DayRider’ tickets, and an on-air promotion with radio station Galaxy 105 was secured.

Mailers went to major employers and Leeds students, backed by posters and newspaper advertising. Both the city council and West Yorkshire Police gave their support for the PR campaign, which included a photo-call on a First service and case studies.

The Results

Sales of ‘DayRider’ tickets rose by 13 per cent during the five-week promotion, and more than 85 per cent of adults in Leeds were exposed to the campaign.

Yorkshire Television and BBC North both featured the PR launch, along with BBC Radio Leeds, Radio Aire, Galaxy 105 and the Yorkshire Evening Post.

For further information please contact:

Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com