Arriva briefed Guerilla to raise awareness and patronage of the route between Middlesbrough and coastal destinations such as Scarborough and Whitby. The target audiences were families and older adults who were more likely to visit the seaside for day trips.

Guerilla named the service ‘The Seasider’ and gave it a fun, retro ‘kiss me quick’ style, which directly referenced destinations such as Whitby and Scarborough. Using bright colours, retro typefaces and illustrations of stereotypical objects associated with the seaside, we created a retro yet contemporary visual identity which could be easily transferred to any media.

The campaign was rolled out across online media, bus livery, information leaflets and a direct mail postcard set, targeted to hit the high peak summer season of bus travelers on this service.