Developing successful visitor bus services in National Parks and other special landscapes
1 Acknowledgements This toolkit was produced by New Contents Forest National Park Authority, funded through the Department Introduction for Transport’s Two National Parks 5 LSTF programme. Benefits 6 Thank you to everyone who contributed information and ideas, Routes including: Richard Johnson, Colin 8 Speakman, Ed Beale, John Davies, Matt Kitchen, Bryan McFarland, Partnerships 12 Emma Moody, Owen Roberts, Mark Holroyd, Maria Taplin and especially Tendering 13 Lynn Sloman. Photos: New Forest National Park Authority, Marketing Nat Taplin, Brighton & Hove City Council, DalesBus, 14 Baytrans, Go Lakes/LDNPA, Stagecoach, Southern Vectis, Pembrokeshire County Council. Journey © New Forest National Park Authority 2015. 20 Income 24 Summary 27 Case studies: 30 Breeze up to the Downs 30 DalesBus 32 Gower Explorer 34 Needles Breezer 36 Lakes Connection 38 New Forest Tour 40 Pembrokeshire Coastal 42
2 3 Introduction welcome on board
Buses give visitors a chance to break out of their cars, meet local people and take in the view. Visitors exploring by bus typically spend more time in local villages and attractions – spending more money and getting more out of their visit.
The best visitor buses turn the The case studies show that visitor bus journey into an attraction in its own services can succeed in a variety of right – with friendly drivers, scenic different situations: where passengers routes, panoramic windows and links are mostly local residents (as in the to walks and attractions, as well as South Downs); where passengers discounts and incentives to reward are mostly staying visitors (as in travellers. Pembrokeshire); or where passengers are mostly day visitors from This toolkit is a practical guide to surrounding cities (as in the setting up and promoting successful Yorkshire Dales). visitor bus services in National Parks, AONBs and other special landscapes. One key thing which all these The toolkit’s suggestions are based services tend to have in common is on experience from the New Forest a champion – someone who believes National Park and six other well- passionately in providing great bus established visitor bus services from services for visitors and local people. around England and Wales. If that person is you, then I wish you the best of luck! Our experience shows that it is possible to develop commercially- Nat Taplin viable visitor bus services in popular Sustainable Transport Officer destinations. This has already been New Forest National Park Authority achieved in the Isle of Wight, the March 2015 Lake District and the New Forest –
all showcased in this toolkit.
4 5 Benefits making the case
As you’ll to need to find £50,000 or more to get a new service off the ground, you’re likely to have to make a case for it. You’ll need to win support from within your own organisation and from other partners.
Here are some of the benefits n taking cars off the roads – reducing a successful visitor bus service congestion, pollution and carbon can deliver: emissions (it is estimated that the New Forest Tour saved 226,000 car n helping to safeguard the miles in 2014) tranquillity of the area by reducing the visual clutter and noise n widening access to the pollution of cars (visitors often say countryside, especially the elderly traffic spoils their experience) and low income families – around two thirds of passengers on visitor n increasing visitor spend with local buses don’t have access to a car businesses – research shows that (29% of Brighton’s Breeze up to people visiting by bus spend more the Downs passengers would than people visiting by car (surveys otherwise stay at home). on the Gower Explorer and DalesBus both reported £3 spent Another key factor is that the locally for every £1 of subsidy) service can become fully or largely commercial within a few years – meaning that the subsidy can come to an end but the service lives on…
6 7 Routes Left: The Dambuster Shuttle planning your route
The length of your season This is the main way you can control the cost of the service. What days of Before you get out your OS map and highlighter pens the week and times of the year are to start planning your route, do a bit of research into you likely to have enough passengers your customers: to fill your buses?
How many people live in and around Work out your top USP (unique Daily the National Park? selling point) The length of your route A daily service has the benefit of Day visitors – where are they from, It could be: n How long does the route providing a regular, visible service when do they come? take, allowing time for stops and to win over the maximum number of n a spectacular mountain pass or congestion? How many vehicles are locals and visitors during the peak Staying visitors – where do they stay, coastal road needed to run a regular service? (a summer season. Running just for the where do they go? n a famous heritage site or attraction leisurely 30 mile route might take 75 school summer holidays might make What are the key hubs and hotspots? minutes each way – needing three sense if you’re aiming at families, n a tour of the most popular buses to provide an hourly service) or you can extend into June and This doesn’t need to be too villages/sights September for walkers, couples exhaustive – you’re just trying to n Where possible you want to follow n a long distance footpath and retirees. work out the places most people go the scenic roads with the best views n on their days out. an iconic landmark/heritage site. n Weigh up the benefit of a longer Weekends only Make sure that your buses will be This USP is the hook on which to route, all the way from a large town If you’re looking at a longer season, running from where people are to hang your route, your identity and or city, against a shorter ‘shuttle’ then running weekends only makes where they want to go. You’ll want your marketing. service within the National Park sense. A typical season for many your route to include: n Bear in mind trees… branches may weekend services is May half term n Main towns in or just outside the need to but cut back to fit double to end of September, or Easter to National Park decker buses, especially open- October. toppers. The highway authority has n Key arrival points (car parks, rail a statutory duty to do the necessary stations, bus hubs) TOP TIP Timetable The Needles Breezer on the tree cutting, but won’t welcome the An hourly clock-face timetable makes n Holiday parks, campsites or Isle of Wight has exclusive extra cost! clusters of hotels/B&Bs access to the National Trust’s it easy for people to understand. A great trick if you can swing it is Needles Battery – the only Even with fewer buses, aim for a n Honeypot villages to negotiate exclusive access along regular timetable and avoid variations other access is a one mile walk n Major visitor attractions a scenic route which is otherwise and footnotes if possible. each way – a key selling point closed to traffic – like the Dambuster Make sure the timetable is realistic n Iconic landscape features for the service. Shuttle in the Peak District which runs – can be driven at a leisurely pace, along Ladybower Reservoir when it is n Top view point/picnic spots allowing for people getting on and closed to cars at weekends. n Popular walking routes. off, congestion, and layover time at each end. 8 9 10 11 Tendering finding the perfect partner
Try to build a really good, open working relationship with your chosen bus operator. Find an operator with a can-do attitude who will invest time, effort and money into the service with a view to establishing a commercial (or semi- commercial) route and reaping the benefits.
You could work with the Passenger Types of tender Transport team at your local authority Minimum cost to handle the tendering process, You pay a fixed price to the operator or you may want to do it yourself. but you get all the ticket revenue – The Department for Transport has so the cost is variable – you take the Tendering produced a handy guide risk/reward. Road Passenger Transport Contracts – Best Practice Guidance (you’ll find Minimum subsidy it on Google). Here are a few options: You pay a fixed price to the operator, n but they keep all the ticket revenue If there’s a particular operator – so the cost is fixed – operator takes you’ve already got in mind, you could the risk/reward. go straight to them for a ‘de minimis’ tender (just the one quote). DfT ‘Sliding scale’ Partnerships guidance is that this should usually be You may be able to negotiate a making friends for contracts of no more than £30,000. hybrid with the operator, where the n amount of subsidy you pay them If there’s an existing bus route reduces according to how much you think can be adapted or ticket revenue they take. Like this: It’s important to build good relationships with all the key developed into a more appealing players – local authorities, key organisations (such as visitor bus service you could provide Total ticket Operating ‘kick start’ funding – subsiding the revenue subsidy a tourism partnership or the National Trust) and visitor operator to serve a particular site, attractions. run on Sundays, or more frequently Less than £20,000 – combined with a marketing £10,000 You may also want to sound out thing is to find some key allies who push, with the aim of becoming Then on a proportional community groups, community rail will champion the bus service and commercially viable in 2 or 3 years. sliding scale to: partnership, Ramblers groups etc. help win funding and support. n If you are starting a new route £30,000 Nil It might be useful to set up a group The most important relationship of from scratch, you might need around to harness ideas and commitment all is with your chosen bus operator… £50,000 (excluding your time), The important thing is to team up from partners, without creating too for example, to run and market a with an operator who really wants many meetings or admin! The main weekend-only service for four months. to make it work.
12 13 Marketing spreading the word As you can’t drive the buses and can’t control the weather, marketing is the most important thing you can control. Marketing is crucial. As Richard Johnson at Brighton & Hove City Council succinctly puts it ‘there’s no point in running buses if you don’t market them’.
Brand can enhance or montage the key First of all you want a really catchy highlights of the route. name. Here are a few for inspiration: If using photos, try and source Coasthopper (Norfolk) professional ones (Visit Britain has a Snowdon Sherpa (Snowdonia) photo library). Pictures with people Beach Bus (New Forest) enjoying themselves in the outdoors Pendle Witch Hopper (Bowland) work well. Puffin Shuttle (Pembrokeshire) A strong image can be repeated feature other benefits: Incentives across all your marketing materials. It’s usually best to substitute the word n Relax, let someone else do Offering discounts and benefits is You may want to enlist a professional bus with something more exciting the driving a great way to tempt people on designer/illustrator to help you create like: Explorer, Coaster, Rambler, n board and reward them for going Experience, Tour. good graphics. Get great views from the top deck car-free. Negotiate discounts at key n You may want to associate your bus Walk one way and bus back attractions, activities and eateries Message along the route, when passengers with something locally distinctive like n Hop on and off all day Robin Hood Rover or Bakewell Tart A great slogan sums up the USP show their bus ticket. n Enjoy great discounts Bus (those are made up, but you get of your route and can be used Here are some examples: the idea). repeatedly to lodge in people’s Underlying messages for any visitor n 2 for 1 entry at a major attraction minds, such as: Breeze up to the bus service are that is it fun (see An appealing animal can make Downs (Brighton), Take an open top more, explore, have an adventure, n 20% off at a number of attractions a great logo/mascot. A perfect safari (New Forest). new experience), easy (easy to reach, example is the puffin used in n Free cup of tea in the café regular, stops right outside) and great Pembrokeshire. You could also Inside the website or leaflet you can value (day rover tickets, discounts at n Free cup cake/stick of rock etc. choose an iconic flower (like the attractions). Bluebell Railway) or a famous person, Ideally try and get the same offer landmark, castle etc. TOP TIP (eg 20% off) everywhere and avoid fiddly conditions at individual It’s a really good idea to commission You could give your bus businesses. Don’t forget that you are some eye-catching graphics, which a catchy number, like delivering new customers to them showcase the USPs of the route. Northumberland’s AD122 – who will spend money in their gift Hadrian’s Wall bus. Illustrations can work better than Above: Free ice creams shops and cafes – so even if they photos, as they are bolder and on The Beach Bus discount by 50% they’ll still be quids-in. 14 15 The Marketing Mix You need a mix of marketing to reach different people. You’ll definitely want an appealing leaflet and webpage for starters.
Leaflets shops) – stressfreeprint.co.uk are A boring leaflet costs just as much good for small runs. to print and distribute as a beautiful one. Track down a good designer Banners & flags (look out for great leaflets and find Outdoor banners, feather flags and out who did them). pavement signs can be eye-catching Here are a few leaflet tips: and cheap to produce. n Put an eye-catching image and headline on the cover (in a leaflet Bus wraps rack you may only see the top third) By covering your bus in eye-catching graphics it becomes a moving n Lead with your route USP and any billboard – turning heads and headline discount/incentive tempting people on board. This is a n Keep the text fun and friendly (try big ticket item, but if the operator is reading it out load) – think of it as up for it and you’ve got the budget an attraction leaflet rather than a (£2-£4K per bus) then go for it. public transport leaflet. You’ll get more for your money, by Bus stops spending your leaflet budget doing If you can, put up branded bus stop one good design and big print run. signs along the route (about £15 each). Failing that, a branded sticker in the official visitor guide. Other Another way to get through people’s Then make sure they are well could be added to existing flags. possibilities are community, what’s letter boxes is a free newspaper. You distributed. One cunning plan is Branded timetable posters at stops on and family activity magazines. could look into the cost of a wrap (a to have mega dispensers in key can double as appealing adverts. For special cover sheet) – a good way locations, filled with a massive stack a really big splash you could wrap of getting spotted before the paper of your leaflets. Door-to-door a whole bus shelter (using Contra goes into the recycling bin. You can get leaflets delivered by Vision film). Posters Royal Mail to targeted areas for around £60/1,000 (£500 minimum). Radio A small A4 poster is best for B&Bs Adverts You’ll need to book about six weeks You might get some free coverage etc. Go for a thicker paper (250gsm) Which publications are most likely to in advance – 0800 169 1194. There’s from your local Radio station – so it pushes easily into poster holders reach your target audience? Which a handy postcode counting tool on especially if you’re launching a brand on buses. ones get well distributed/displayed? the Royal Mail website. new service. You could run If you can find sites for bigger posters Which ones actually get picked a competition to win free tickets. (info centres, attractions or empty up and read? Try and get a page See www.rab.co.uk 16 17 ones. If possible set up a branded Trip Advisor page just for the bus. You can post Setting up a page on Trip Advisor is teasers and photos in the run up to a good way to reach visitors. Good the season. Facebook is all about reviews can push you up the rankings pictures – so make sure you get and even win you a ‘certificate of good photos of buses, people and excellence’, but there’s also no places (especially fun/quirky things) hiding from bad reviews. It’s best to post through the season. You’ll to wait until you are confident that need to respond daily, in a friendly you have mostly happy customers way, to questions and comments. See before sticking your head above the ‘getting started with facebook’ on TA parapet. www.marketingdonut.co.uk Facebook advertising Other ideas You can increase your reach and likes Ads on the back of parking tickets on Facebook with paid advertising/ are a good way to reach motorists – promoted posts. Clever tools enable especially if you have a 2for1 you to: offer to tempt them and to track n set time and spending limits for response rate. your campaign Beermats are good for a feel-good Website websites. Top targets would be the n target people according to message – ‘enjoy a pint without Ideally have your own website/page, main ‘destination’ website(s) and top location, age etc. having to drive home’. with the same name as the bus. It can visitor attractions. Ideally, try and get n test different pictures and be a simple one page site, as long as a banner or link on the homepage – headlines, to see what gets the Response rates it looks nice and does the job. If your this can drive a lot of traffic your way. best response With all advertising, it’s a good idea only option is a page on an existing It’s also worth getting listed on local to try tracking the response, to work n website, have it designed to match websites, such as: what’s on, family create an appealing introductory out if it’s good value for money. This your other marketing. activities, walking, towns and villages. post and ‘pin’ it to the top of can be through discount vouchers/ your page. If you do take the plunge with a new Many tourism organisations and codes, online tracking tools, or a website, it’s a good idea to go for attractions send out regular In 2014 the Beach Bus Facebook simple ‘how did you find out about responsive design or an additional e-newsletters – a feature in one of page attracted 1000 page likes in us?’ question on surveys. mobile version (45% of views of the these can generate hundreds of one week with a spend of £300. New Forest Tour website are on click-throughs and lots of potential Twitter Budget mobile/tablet). passengers. You can use Twitter to develop a Ideally you want a budget of at Make sure your site is a fun place to lively dialogue with your customers. least £5,000-£10,000 per year for visit (the less like a local authority Social Media It revolves around snappy news, marketing your bus service. You may or bus company website the better!) The main investment with social comment and banter more than want to spend more in the first year For inspiration visit media is time rather than money photos. It’s a good way to share on things like bus wraps and website. www.thebeachbus.info (unless you go to a specialist agency). news about live events or service changes, but it can also provide an Web traffic Facebook outlet for passenger complaints. A great way to gain free publicity is Facebook is a great way to stay in See ‘getting started with twitter’ to get content and links on to key touch with customers and to find new on www.marketingdonut.co.uk
18 19 The Journey enjoying the ride
Getting to you with low tack vinyls, which can be On the bus Attractions Make sure it’s as easy as possible for peeled off at the end of the season. It’s great to have some form of It’s helpful if the driver announces people to reach the service, by: It’s a nice statement to have a bike interpretation on board to bring the arrival at key attractions along the journey to life. Here are some things route and, if possible, drives right n calling into rail stations, attractions trailer/space on the bus – but make sure there’s the demand before you people have tried: to the entrance. Make sure that any and holiday parks discounts are flagged up in go to the trouble (some trundle n Journey guide leaflet about places n leaflets/onboard. signing bus stops really clearly around empty). and activities along the route n giving details of connecting n ‘I-spy’ spotter leaflet for things to services on leaflets and website. Drivers see from the window Just like any visitor experience, a n Route guide running along above TOP TIP friendly (or grumpy!) driver can make The the windows inside the bus Norfolk Coasthopper all the difference. Ideally the operator bus has special finger posts TOP TIP will select staff who enjoy driving a n Seatback stickers with all along the North Norfolk Needles Breezer had an upturn visitor bus. fascinating facts Coast Path, pointing the way to in passenger numbers since they n nearby bus stops. added full details of bus and You could produce a simple briefing Audio commentary – played over ferry connections to their leaflet. sheet for drivers to summarise speakers, or as a podcast special fares and discounts and offer n Live onboard guide – perhaps The gives free a few simple suggestions like: make New Forest Tour someone in character/costume. travel on connecting buses from passengers welcome, offer them a Walks and itineraries New Forest Tour has an on surrounding cities for customers leaflet, call out key stops. A walk is the number one activity for board commentary complete with who buy a Tour ticket. visitors to protected landscapes. It’s music, sound effects and character good to provide easy walk routes in voices. A tablet on board each bus leaflets or downloads. A to B walks runs an app (supplied by Type of bus TOP TIP are a particular USP of the bus. New Forest National Park www.audiotrails.co.uk) and the tracks An open-topper is always a crowd are automatically triggered by GPS, Itinerary leaflets/downloads give pleaser. The perfect all-weather Authority runs training sessions for drivers, with a lunch and played over speakers. (The same people a readymade day out – compromise is a bus with the front of technology can be used to create which can be themed to appeal to the top deck covered. free tickets for familiarisation trips to the main visitor tours people can download to their different ages and interests. Otherwise, you want a bus with big attractions. own devices.) You’ll find some good examples picture windows and a bus operator from Exmoor National Park at who’ll promise to keep them clean! www.exploremoor.co.uk If the operator is willing, and you can afford it, have your bus wrapped (or part wrapped) with themed graphics. A compromise option is to have the brand name and logo/mascot added
20 21 Customer care Social media provides a lot of Make sure the whole experience for opportunities for staying in touch customers (customer journey) is a with your customers through offers good one from start to finish: and competitions. If you capture email addresses you can stay in touch n Your publicity is appealing through e-newsletters, using tools and friendly like mailchimp.com n FAQs (dogs, concessionary passes It’s useful to carry out a simple etc.) are on your leaflet/website questionnaire every year or two to n Enquiries are answered quickly and find out things like: helpfully n Where people have travelled from n Drivers understand all the tickets/ n Proportion of locals, day visitors offers and are friendly and staying visitors n Attraction staff know about n How they found out about the discounts service. n You respond well to complaints
TOP TIP Volunteers can lead walks, turning the bus journey into a guided day out. Dalesbus has volunteer-led walks every Sunday in the winter, which get people on board out of season www.dalesbus.info/ramblers
22 23 Income making it pay
Fares Concessions What people are happy to pay Over 60s can make up about half depends on what they think they your passengers, so you need are paying for – people only expect to weigh up the pros and cons to pay a few pounds for a bus, but of remaining within the national they are used to paying a lot more concessionary pass scheme. for a visitor attraction. Here are some The relevant criteria from the things you can do to add value: Department of Transport for n Sell the route as a special scenic exemption from the scheme are: journey/tour n Services that are intended to n Make the bus special – open top, run for a period of less than six Bulk sales Advertising wrapped, themed, catchy name consecutive weeks You could provide ticket vouchers to If the bus operator is happy for you n Include a free guidebook/ n Services operated primarily for the large hotels or holiday parks to sell on to wrap the buses, you can generate commentary purposes of tourism or because of commission, or perhaps sell in bulk to income from selling advertising space the historical interest of the vehicle n Offer discounts (or joint tickets) for a community group or local charity. on bus rears, to local attractions (around £500 a month per bus). You attractions n Services where the fare charged by The New Forest Tour sells now sells could also sell ‘headliners’ above the the operator has a special amenity nearly 20% of its tickets through visitor n Give away a freebie of some kind windows inside the bus, or adverts element. information centres and other agents, in a guidebook or leaflet. The New n Let people ‘hop on and hop off’ who take a 10% commission on sales. Google ‘Guidance for Travel Forest Tour generates about £30,000 with a day ticket (perhaps valid for The agents sell vouchers, which are Concession Authorities on the a year in advertising revenue. 24 hours). England National Concessionary exchanged for tickets on board. By turning the bus into an Travel Scheme’ for the details. ‘experience’ you can price day Merchandise By charging around £5 for tickets at £10+ for adults and £20+ You could sell themed merchandise concessions you’ll probably get more TOP TIP for families (but make sure the on board – walk guides, sun visors, income than you would through the The Beach Bus sold 200 group experience lives up to the publicity!). cuddly toys. scheme, but you’ll get a reduction in tickets (at a small discount) to a the number of over 60s travelling. community organisation to give Local fares out to local low income families. On the New Forest Tour in 2014 It’s good to have single tickets concessionary fares (£11) generated available for locals and walkers, but about 75% as much income as adult if you push the day tickets in your fares (£14). marketing then most people will go Other income for those. Having maximised revenue on board, you may still need to come up with other funding sources to bridge the gap. Here are some possibilities…
24 25 Visitor payback Local supporters This is well established in some Regulars on the Shropshire Hills European countries. In Germany’s Shuttle can buy a season ticket for Black Forest staying visitors pay an £50 to help support the service. automatic ‘bed tax’ and receive a Locals in Hay-on-Wye stepped in to free Gästekarte public transport save their Sunday bus service. The pass in return. Research in the Lake Hay Ho! bus service now runs to/from District suggested that a visitor Hereford every Sunday and local payback donation of just £1 per businesses have pledged to meet any night could fund free bus travel shortfall in income. for everyone (it has yet to be tried in the UK!).
Business sponsorship TOP TIP Friends of DalesBus Local tourism businesses, such as contribute around £5,000 a hotels and attractions, may be willing to offer sponsorship in return for year towards the service, as Four financial fixes Summary marketing and PR opportunities and well as leading guided walks Reduce the operating season perhaps a bus service to their door. and distributing leaflets. 1 to peak periods when you can In a nutshell, there are three Lake District’s Freerider service offers friendsofdalesbus.org.uk be sure to get plenty of people key ingredients to success: £1 travel in the South Lakes area, on board. during the summer holidays, largely Reduce the frequency – and – make sure funded by the visitor attractions. hence the number of buses/ Make it easy 2drivers needed (two vehicles your route goes where the Car parking might be viable where three most people live/stay and Some protected landscapes earn might not). has easy connections with millions of pounds a year from car Consider charging over 60s other public transport. parking charges. Why not add 3 – they would probably prefer £1 and earmark it for convenient to pay rather than lose the service – create buses, serving the car parks? You (especially if there’s a free cup of Make it tempting could even give the £1 back when tea included in the price!). an ‘experience’ with a great they use the bus, like a deposit on Increase revenue by turning USP and a strong brand, a festival beer glass. 4 the bus into an ‘experience’ then add extra benefits and and charging a bit more. incentives. TOP TIP In the Lake District, the parking Make it everywhere – use machines at the National Park eye-catching graphics and Visitor Centre will soon be appealing messages and selling discounted combined repeat them on everything parking and bus tickets. Above: on board from buses to beermats. The Hay Ho! Bus 26 27 28 29 CASE STUDY 1 Breeze up to the Downs
© Transport Marketing
Route: three routes, 5-7 miles closely with the National Trust, South Finances Numbers: passenger journeys have long, from Brighton city centre Downs National Park Authority and Income: fare income covered increased from 53,808 in 2007 to to South Downs. the Brighton & Hove buses. 64% of operating costs in 2014, 97,025 in 2014. Operating: hourly service at supplemented with grants from Profile: 72% of passengers come weekends and bank holidays, all year Marketing Brighton & Hove City Council, from within Brighton postcode area. round. Number 77 to Devil’s Dyke Brand: operating under Breeze up National Trust and South Downs 38% are over 60 (concessionary runs every day from June to August. to the Downs banner since 2002. National Park Authority. pass holders). Distinctive ‘collage’ graphics appeal Journey: The flagship 77 route Fares: Return ticket costs £4.50 is open-top during summer, with to adults and children with a different (reduced from £6 to bring it into Lessons bird mascot on each route. passenger attendants on board. line with the bus operator’s city-wide What’s worked best: Long term There are route guide leaflets for all Key activities: 250,000 leaflets day ticket). relationships with the bus operator three routes – including linear walks – distributed throughout Brighton and Concessions: concessionary passes and partners like the National Trust and a podcast audio guide for the 77. beyond; features in the Brighton & accepted on all routes. Could exempt A consistently high level of marketing Hove timetable brochure (90,000 Benefits: Discounts at selected (especially 77), but prefer the benefits year on year. eateries; a programme of ranger-led copies); adverts in a wide range of of local goodwill and social inclusion. Build strong relationships walks during the summer. community and visitor publications. Top tips: with important partners £20,000 per year USP: Open-top bus ride from Spend: Passengers Marketing is key – start marketing Brighton sea front up onto the adverts on bookmarks Population: 260,000 people live Top marks: before your start your service. South Downs. at busy Brighton library; consistent within 30 minutes travel of the service. profile in Brighton for over a decade Key players: Brighton & Hove City Council are the driving force, working has resulted in very high brand recognition. 30 31 CASE STUDY 2 DalesBus
Route: 13 routes – mostly longer Marketing DalesBus. Subsidy has been reduced Profile: 70% over 60s, a smaller but routes from surrounding cities into Brand: DalesBus brand and logo from about £6 per passenger journey growing number of young people. the Yorkshire Dales National Park. in 2008 to about £2 per passenger Around 80% of passengers are day Key activities: leaflets for each journey in 2014. visitors from surrounding cities. Operating: Sundays only. Four service distributed locally by routes run all year round, the rest are volunteers, DalesBus timetable Fares: Day rover tickets cost £8 summer only. Lessons booklet produced by West Yorkshire Concessions: concessionary travel Friends Journey: Regular programme of Metro (100,000 copies), DalesBus passes currently accepted – but this What’s worked best: guided walks led by Friends of website www.dalesbus.org is under review as about 70% of of DalesBus – active network of DalesBus volunteers. passengers are concessions. volunteers who lead guided walks Spend: £7,000 in 2014 and help to publicise services Benefits: 50% off at National Trust’s Top marks: piggybacking on West Fountains Abbey. Passengers Working closely with local Yorkshire Metro’s publicity machine, communities to listen to their needs Population: an estimated five million USP: direct access from big cities building network of local supporters and give them a sense of ownership people live within 30 minutes travel to heart of the National Park, to help with low cost publicity. of their local bus. connections between routes opening of the services (as they run from up wider range of destinations. major cities outside the Yorkshire Top tips: Run buses from where Finances Dales). people are to where they want to go Key players: Dales & Bowland Income: income from fares covers Community Interest Company about 40% of operating costs, Numbers: passenger journeys have Talk to users – listen to them doubled in the last five years from: (DalesBus), bus operators, Yorkshire with the remainder met by grants Get the bus operator on board and 20,363 in 2010 to 56,494 in 2014. Dales National Park, West Yorkshire and support from a raft of sources, working with you. Metro. including £5,000 from Friends of
32 33 CASE STUDY 3 Gower Explorer
Route: two main routes to the north Key players: Baytrans partnership, Finances Profile: about 30% of passengers and south of the Gower Peninsula working closely with Swansea city Income: Income from fares accounts are under 24 and about 30% from (AONB), direct from Swansea, with council, Gower AONB and partners. for just over 50% of operating costs, overseas – reflecting the large connecting services to other parts of with the remainder coming from number of students in Swansea. the Gower. Marketing grant funding. About 50% of passengers are day visitors/locals. Operating: Sundays and Bank Brand: Gower Explorer and logo Fares: The adult day rover fare (set Holidays from Easter to October, Key activities: Gower Explore leaflet by the operator) was £4.70 in 2014. hourly from Swansea. Lessons and guide with map and activities, Concessions: free travel for a direct Journey experience: quality new Baytrans website www.baytrans.org. What’s worked best: concessionary pass holders (yielding link from Swansea to the iconic buses with large picture windows and uk, the tourist information centre about £2.65 per head). destination of Rhosili, with a scenic wifi. Buses service nine sections of plays a key role publicising the ride on the way. coast path. One ticket covers both service. routes. Passengers Top tips: Build a good working Spend: £2,500 in 2014 Population: about 300,000 relationship with the bus operator Benefits: 50% discount at Gower Top marks: consistent messaging and people live within 30 minutes Heritage Centre and smaller Make sure your buses have big publicity about exploring the Gower travel of the service. discounts at selected eateries clean windows. car-free. The website provides a one- Numbers: passenger journeys have easy link direct to the Gower USP: stop-shop for car-free exploration, risen from about 3,400 in 2011 to from Swansea city centre. including walk guides. 9,700 in 2014.
34 35 CASE STUDY 4 Needles Breezer
The Needles © ThisParticularGreg, Flickr.com CC BY-SA 2.0
Route: circular route from Yarmouth Marketing Finances Profile: overwhelmingly visitors to Isle of Wight ferry terminal to the Brand: Needles Breezer (since 2008); Income: service is 100% commercial the island (not locals) – many visiting Needles. new graphics introduced in 2004 – operating at least 10% profit. Isle of Wight car-free. – used on buses, stop signs and Operating: every day (every 30 Fares: Adult day ticket is £10 (price marketing. minutes!) from March to November, held for four years) – which is valid for Lessons with two specially-branded open Key activities: 30,000 leaflets, page 24 hours. What’s worked best: Great USP – top buses. in IOW timetable booklet (140,000 only access to the Needles (except Concessions: exempted from copies), page on website: www. on foot) Journey: scenic ride with great concessionary passes in 2010 islandbuses.info coastal views – going right up to the (concessions travel for £5 – 50% Better information and publicity about world famous landmark. Spend: £12,000 in 2014 discount). transport links to/from the service. Benefits: National Trust members Top marks: new leaflet in 2013 Top tips: Make sure you’ve got a USP get 50% discount to ‘park&ride’ to included details of ferry links from Passengers and you understand it the Needles. mainland – resulting in more day Population: about 40,000 people Consistent brand, stick to it, use it on USP: Open top bus ride; audio trips; adverts for Needles Park live within 30 minutes travel of all marketing commentary; the only vehicle access attraction on bus rears are blended the service. Explain how to get to the service – to Needles. into overall design style. Numbers: passenger journeys have ‘spoon feed’ people Key players: Southern Vectis increased from 75,087 in 2011 to Dedicated and enthusiastic drivers – (bus operator), National Trust. 110,973 in 2014. who live and breathe the route.
36 37 CASE STUDY 5 Lakes Connection
Route: 15 miles from Bowness-on- Route maps and frequencies on side Windermere to Grasmere. of buses; desktop pads of bus route maps for hotels. Operating: Easter to October, daily from 8am to 8pm, every 20-30 minutes. Finances service is 100% commercial. Journey: Open-top buses, with audio Income: commentary, serving string of key Fares: day rover ticket is £8. visitor destinations. Concessions: concessionary passes Benefits: 10-20% discounts at various are accepted and account for about attractions, discounted joint ticket 40% of passengers. for bus and Windermere Lake Cruise, coming soon: joint car parking and Passengers bus tickets. Population: about 70,000 people live USP: open-top bus ride through within 30 minutes travel from stunning scenery, unique experience. the service. Key players: Stagecoach (bus Numbers: exact figures unavailable operator), with additional marketing – but according to the operator, they and innovations through the Lake are increasing by about 5% each year, District LSTF programme. with particularly good growth in 2013 and 2014. Marketing Profile: roughly a 50/50 split Brand: Lakes Connection and logo between locals/day visitors and used on buses and marketing. Linked staying visitors, with about 40% to wider ‘Drive Less See More’ over 60s. sustainable travel brand/campaign. Key activities: Lake Connection Lessons timetable booklet distributed to What’s worked best: Going from over 500 outlets (280,000 in summer, where people are to where they want 150,000 in winter); branded buses to go. and bus stop posters; extensive additional publicity through LSTF Passing lots of accommodation programme (guides, itineraries, social providers along the route. media and on www.golakes.co.uk). Top tips: Lots of publicity – in Spend: around £5,000 each year, plus advance – could take a few years to extra LSFT marketing in recent years. build profile. Top marks: Large stands full of Pick the right route – where people timetable booklets in key locations; want to go. 38 39 CASE STUDY 6 New Forest Tour
Route: three circular routes around Marketing Finances risen steadily from 4000 in 2004 (one New Forest National Park – each Brand: Well established New Forest Income: income from tickets covered route) to 42,000 in 2014 (three routes). about 30-40 miles long. Tour brand and logo; fully branded 100% of operating costs in 2014 (the Profile: 60-70% of passengers are Operating: daily for 11 weeks from buses and bus stop signs – colour service will operate without subsidy locals or day visitors from surrounding June to September, hourly. coded for the three routes (red, in 2015). Promotional partnerships cities; about 40% are over 60s. green, blue). with visitor attractions generate Journey: Open-top buses, with around £30,000 of advertising Key activities: 100,000 leaflets Lessons audio commentary and free guide income each year, which is reinvested distributed throughout the area; book, calling at honeypot villages in developing the service. What’s worked best: The Tour is and attractions. new website, with responsive design expected to cover its own costs and online ticket sales; large social Fares: An adult day rover ticket in future. Benefits: 20% discount at most media following; extensive additional was £14 in 2014 (with discounted attractions, free bus/ferry travel to marketing activity in 2013 and 2014 multiday tickets). Advertising revenue is helping to fund the Tour from surrounding cities. funded through the LSTF programme. ongoing development and marketing. Concessions: concessionary passes grandstand views of the New USP: Spend: around £30,000 in 2014, are not valid – over 60s pay a Top tips: Make the buses look special Forest and free roaming animals – typically £10,000 in most years. discounted fare of £11 (yielding 75% and eye-catching. ‘take an open top safari’. as much revenue as adult fares). Top marks: strong website and social Put as much time, effort and money Key players: New Forest National media – driving increased online into marketing as you can afford. Park Authority working closely with ticket sales. Passengers People will pay more for an bus operator Morebus/Bluestar as Population: There are approximately ‘experience’ than a bus. well as the Destination Partnership one million people living within 30 and key visitor attractions. Do the maths and consider minutes’ travel from the service. exempting your service from free Numbers: passenger journeys have concessionary fares.
40 41 CASE STUDY 7 Pembrokeshire Coastal Buses
Route: Five routes covering the Marketing Finances Profile: around 75% are staying whole length of the Pembrokeshire Brand: Pembrokeshire Coastal Bus Income: about 50% of income is visitors; about two thirds of coast, with a fleet of fully-branded Service, with branding for individual generated through fares, but the passengers use the bus to go for bespoke buses. routes, such as Puffin Shuttle, Celtic service is likely to need continued a walk. Operating: Daily from May to Coaster and Poppit Rocket. The subsidy (especially during the September and two days a week colourful ‘Penfro Puffin’ logo makes winter months). Lessons an appealing mascot/brand. during the winter months. Fares: An adult day rover ticket What’s worked best: enabling people to reach the whole coast Journey: Dedicated vehicles serving Key activities: 45,000 timetable costs £7.50. There is also a popular the coast path and beaches, with booklets distributed through visitor £1 single fare on the Celtic Coaster path by bus, eye-catching brand, great coastal views. Also providing a outlets; full page in National Park around the St David’s Peninsula. fully branded buses. visitor newspaper/brochure Park & Ride service from St David’s to Concessions: Free concessionary Top tips: Engaging with partners (1 million copies). Ramsey Island Ferry. pass travel of all routes (resulting in and businesses. Benefits: no discounts/incentives. Spend: £10,000 in 2014 about £1.70-£2 income per journey). Appealing eye-catching branding. USP: Links the whole of the 186 Top marks: suggested walks and Producing pocket timetable booklet mile Pembrokeshire Coast Path itineraries included in the timetable Passengers – with walk suggestions and coast National Trail (now part of the booklet; eye-catching branding. Population: approximately path mileages. Wales Coast Path). 125,000 people living within 30 minutes travel. Key players: Pembrokeshire County Council, in partnership with Numbers: increase from 48,901 in Pembrokeshire National Park (which 2005 to 79,285 in 2015. contributes 25% of funding).
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