Transport for Cornwall
Promoting bus travel across Cornwall, end to end.
A multi-campaign programme of brand, campaign and creative work to lift bus patronage across the county post-COVID.
01 / The challenge
What needed to change.
In 2023 Diva won a contract as subcontractor to ITP to deliver marketing services for a campaign to promote bus travel across Cornwall. Bus patronage was depressed post-pandemic, and the brief covered a range of audiences and journey types, from tourists to local families to Christmas travel.
02 / The insight
The reframe that opened the door.
Each of these audiences had a different relationship with the bus. Treating them as one mass would have meant compromising the message for all of them. We segmented by occasion, the holiday, the family day out, the festive trip, and met each on its own terms.
03 / The approach
What we made, and how.
We worked alongside ITP, the client and bus operators to design and deliver a suite of targeted campaigns: a Christmas push, a tourist-targeted summer push, a family-focused activity pack ('Legendary Journeys by Bus'), and more. Diva's role spanned creative strategy, design and delivery, with ITP leading research, insight and evaluation.
The campaign showed real, measured behaviour change, not just a lift in awareness.
04 / The outcome
What changed.
£370k
total contract value
2023-2024
delivery window
Multi-audience
tourists, families, Christmas, locals