Transport for Cornwall
Reframing the bus journey as part of the adventure.
An activity-pack campaign that turned routine bus journeys into days out for families across Cornwall.
01 / The challenge
What needed to change.
How do you encourage young families to use the bus for days out rather than automatically use their car? In Cornwall, insight showed families saw the bus as hard work with children, and so simply didn't consider it.
02 / The insight
The reframe that opened the door.
If the bus is the problem, the bus has to become the thing they want. Reframing the journey itself as part of the day out, not the obstacle to it, opened up an entirely different conversation.
03 / The approach
What we made, and how.
We developed Legendary Journeys by Bus, an activity pack designed to turn ordinary bus trips into adventures for children and their families. The work sat inside a broader Transport for Cornwall campaign that also targeted tourists and ran a Christmas push, with Diva working as a subcontractor to ITP across creative and delivery.
The bus stopped being the problem and became the thing the kids were excited about.
04 / The outcome
What changed.
87%
of parents said their children loved the activity packs
18%
of people who recalled the campaign made a bus journey because of it
£370k
contract value across the campaign suite