‘Going your way’ hits new heights

Bus company Arriva's long-running 'Going your way' campaign hasdelivered some its best results ever, with record patronageimprovement and voucher redemption levels being attributed to thespring 2005 activity.

A key feature of the 2005 campaign has been increased activityalong more key bus routes, and this was launched with the mail-outof travel vouchers worth nearly £5.3 million to 2.3 millionhouseholds on 85 key corridors during April. At 2.2 per cent, theoverall voucher redemption rate was the highest ever achieved, andthe best performing individual corridor also hit a new high, at 7.8per cent.

The aim of the 'Going your way' campaign is to deliver sustainedpatronage, and the spring activity has delivered patronageimprovements on marketed corridors five clear points ahead ofunmarketed corridors. Where complementary radio campaigns havesupported the door-drop activity, even greater improvements havebeen achieved. The door-drops were further supported by bus rearposters and a UK-wide public relations campaign.

David Shadbolt, marketing manager for Arriva's UK Regionsdivision puts this success down to the ongoing programme ofresearch and tracking, backed up by 'test and learn' for eachelement of the campaign, which has led the continuing evolution ofthe campaign.

The 'Little books' were developed in conjunction withboth bus and non-bus users, who helped to pinpoint the level andformat of information they needed,

he explained,

and a continuous review of media and delivery sectorperformance means we can fine-tune our targeting to make sure weare consistently communicating with the righthouseholds.

A new style of mailer was delivered to 1.4 million households inkey urban areas in time for the start of the school holidays inJuly. David Shadbolt said,

These give information to make it easier for people toenjoy their local attractions during the summer, and early resultslook encouraging. 'Going your way' continues to be a valuable toolin delivering government objectives of tackling congestion,improving accessibility and social inclusion, respecting theenvironment and supporting the economy by creating sustainablegrowth in the number of passenger journeys.

Notes to editors

• Arriva is one of the largest private sector providers ofpassenger transport in mainland Europe. Employing more than 30,000people and providing more than one billion passenger journeys everyyear.
• Arriva provides transport services including buses, trains,commuter coaches and water buses in eight European countries –Denmark, Italy, Germany, the Netherlands, Portugal, Spain, Swedenand the UK.
• Arriva is the largest private bus operator in Italy, Denmarkand the Netherlands and is London's largest operator. Arriva wasthe first private company to be awarded rail contracts inDenmark.
• In the last five years, the turnover of Arriva's mainlandEuropean operations has increased by more than 250 per cent to£514.8 million (€757.9 million).