West Yorkshire Travel Plan Network (WYTPN) are committed to increasing the use of public transport to employees of their corporate members. Commuting habits are deep-rooted and Guerilla knew that the strategy and creative solution would have to work incredibly hard to make a difference.
The campaign dramatised the negative aspects of a daily commute by car, the cost of petrol, hassles of parking and frustration of traffic. A targeted direct marketing strategy was employed to contact named travel coordinators at specific businesses with a personal marketing pack to help them spread the word to their colleagues. With the chance to win for one of 700 free monthly travel passes as an incentive.
“We really enjoyed working with Guerilla on this latest campaign with West Yorkshire Travel Plan Network organisations encouraging motorists to give public transport a try. We aim to build upon the success of this initiative, which has seen significant numbers of car drivers becoming permanent converts to the bus or train.”
Over 3,600 applications were received for the 700 free tickets (over 1,600 more than previous campaigns). The campaign microsite was visited by over 8,000 people from 160 companies in West Yorkshire, a 44% conversion rate.