Derbyshire County Council
An umbrella brand for active and sustainable travel.
Funded by the DfT's Bus Service Improvement Plan, a programme of campaigns to rebuild bus patronage across Derbyshire after the pandemic.
01 / The challenge
What needed to change.
Bus patronage in Derbyshire had not recovered since the pandemic. Derbyshire County Council, with BSIP funding, needed a coordinated programme of work to rebuild trust, take-up and habit across audiences as varied as young adults, parents, over-60s, professionals and families with younger children.
02 / The insight
The reframe that opened the door.
Patronage doesn't return because you remind people the bus exists. It returns when you make each audience feel that the bus, on their journey, on their day, is the better option. That meant tailoring messaging to subgroups, and being specific about what 'better' means for each.
03 / The approach
What we made, and how.
Working as a subcontractor to ITP under BSIP funding, Diva delivered a wide range of campaigns under the Travel Derbyshire umbrella: a Spring bus campaign (across four subgroups), Sunday-morning free-fares for families, b_line subsidised travel for 16-21s, a Concessions campaign for over-66s, a Commuters campaign, a £3 fare push, Demand Responsive Transport for harder-to-serve areas, and a family activity pack.
If it makes you smile, it's a trip worth making.
04 / The outcome
What changed.
8
distinct campaigns under one umbrella brand
4+ audiences
young adults, parents, over 60s, professionals
BSIP funded
DfT Bus Service Improvement Plan