07/09/2005

Stagecoach’s innovative drive to attract more people to travel by bus is in the running for a top honour at Scotland’s business Oscars.

The Perth-based transport operator’s sophisticated marketing campaign, the first of its type by a public transport operator, is a shortlisted finalist at the 2005 National Business Awards for Scotland.

It is the second year in a row that Stagecoach has been shortlisted at the awards after its low-cost inter-city travel service, megabus.com, was a finalist in 2004.

Stagecoach has been shortlisted in the Growth Strategy of the Year category at this year’s awards for its £250,000 “Where You Want to Be” campaign. The campaign uses detailed customer research techniques pioneered by the supermarket giants' focus on people whose lifestyle is most suited to switching from car to bus travel.

A dedicated telemarketing unit, set up at the company’s headquarters in Perth, discusses prospective passengers’ current travel choices, their satisfaction with existing bus services and offers seven days’ free travel to encourage them to try the bus.

Results so far show an average conversion rate of more than 25% - nearly four times the success rate for normal telemarketing campaigns.

Stagecoach, one of the country’s biggest transport operators, is targeting up to 20% of its bus networks over the next two years, with a major focus on mums and commuters.

Elaine Rosscarig, Research and Development Manager for Stagecoach UK Bus, said: “Our innovative approach to attracting people to bus travel is a first for Scotland and the UK. We have been able to challenge people’s perceptions about public transport and attract thousands of new bus users all over the country.”

Specialist marketing communications consultancy Story, whose clients have included major financial services and drinks companies, have worked with Stagecoach on the initiative. The campaign also uses a mix of bus posters, press advertising and direct marketing to convey the benefits of travelling by bus.

The telemarketing campaign is one of the factors in the growing numbers of passengers using Stagecoach bus services. Independently audited research compiled by the Confederation of Passenger Transport UK this summer showed that Stagecoach runs 11 of the top 15 fastest growing bus networks in the country.

The National Business Awards for Scotland will be presented at a dinner tomorrow night (Thursday 8 September 2005) at the Hilton in Glasgow.

ENDS

For further information, please contact:
Steve Stewart, Head of Media and Public Affairs, Stagecoach Group
Tel: 01738 442111 or Mobile: 07764 774680