Thursday, 12 October 2017

Stagecoach Short-Listed for Major Award

At a special event held today in Manchester's Museum of Transport the finalists for the 2017 UK Bus  Awards (the "OSCARS" of the bus industry world) Stagecoach Cumbria & North Lancs was announced as a finalist for the Award for Sustained Marketing Excellence, sponsored by Exterion Media.This Award is designed to recognise marketing excellence over a sustained period that is likely to be measured in years rather than weeks.
The Award will go to the organisation that best demonstrates how an active, customer-focused marketing strategy, consistently applied over time, has driven business improvement, won extra journeys and captured new customers, ideally through a shift of travel from car to bus.
The winner of this Award will be able to show that this sustained approach has:
  • delivered measurable improvements in customer service and customer satisfaction
  • created or developed strong brands
  • helped to change public perceptions and/or consumer behaviour
  • genuinely driven all aspects of the business, particularly
    • customer service
    • staff training
    • management and supervision.
The important thing is that the winner can demonstrate a passion for marketing and for serving the customer over a sustained period.
Stagecoach is one of six finalists in this category, which was open to operators, authorities, partnerships or other organisations participating in the securing, marketing or promotion of registered local bus services.  Entries were welcomed from nominees, winners or runners-up of previous marketing initiative awards, who could now demonstrate how their sustained activity had produced results.
This was Stagecoach's case:

'Lakes Connection' 555 service - Stagecoach Cumbria & North Lancashire

A 555 bus in Ambleside
The Stagecoach Cumbria and North Lancashire 555 service operates between Lancaster and Keswick, through the Lake District Park National Park, serving key destinations such as Kendal, Windermere, Ambleside and Grasmere. Tourism in the Lakes presents a drastic change in population during the summer months. This requires the marketing of the advantages of the service to those in the local area, bringing people in from Lancaster and Keswick, but also to stand out and attract those unfamiliar with the area who may be visiting for the day or weekend. Sustained, consistent and clear marketing of the service is a necessity to its success, as its route, frequency, cost and experience need to be communicated to a new audience each and every season. All social media platforms are used to promote the service, as well as more conventional leaflets and roadside publicity. The launch of 12 new vehicles in July last year was an opportunity taken to fully utilise the bus to promote the 555 service through eye catching branding and Stagecoach is continually looking for new ways to promote the service to encourage the public to leave the car at home or holiday accommodation.

The Bus Users' Group is happy to congratulate Stagecoach on being short-listed and wishes them "good luck" for the finals to be held in London on 21st November

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