Guerilla wins public transport contract
Guerilla Communications has been hired by the West Yorkshire Travel Plan Network (WYTPN) to work on a public transport campaign.
We won the account through a competitive pitch involving five agencies that were handpicked due to their experience in working with travel clients. Our previous travel experience includes working for Arriva and Network One Ticketing amongst other travel brands.
The campaign, which went live in February, involves encouraging car drivers to try out public transport for a month in the hope they will convert to using the bus or train on a permanent basis. A direct marketing campaign will be used to contact travel coordinators at businesses and then car driving employees will be given the chance to apply for one of 450 free monthly travel passes.
"We look forward to working with Guerilla on this latest campaign with West Yorkshire Travel Plan Network organisations to encourage motorists to give public transport a try," said WYTPN Travel for Work Advisor Simon Linley. "We aim to build upon the success of previous initiatives, which have seen significant numbers of car drivers becoming permanent converts to the bus or train."
The West Yorkshire Travel Plan Network promotes public transport, walking, cycling and responsible car use to employers across West Yorkshire who, in turn, pass on the benefits to their employees. WYTPN is made up of Metro and the five local authorities of West Yorkshire. The Network has 170 employer members ranging in size and from varying sectors including health trusts, councils and private businesses.
With the first week of the initial stage of the campaign, there were over 3,000 applicants, making it the most successful direct marketing campaign WYTPN has ever launched.