The scheme will offer free travel on bus services nationwide to the over-60s and eligible disabled people. Previously, these groups had only been eligible for free travel in their local areas.
Munro & Forster saw off Geronimo and Forster in a three-way pitch conducted by the Central Office of Information (COI). It will work alongside an as yet unnamed ad agency in a campaign that starts next January.
A ‘soft’ PR launch will also take place in the coming months, with limited coverage in the regional press. Munro & Forster will work with the Government News Network – COI’s regional press unit. A stakeholder pack, offering a suite of PR tools, will also be distributed to the 291 councils that issue passes.
Josh Martin, DfT campaign manager for National Bus Concession 2008, said: ‘Munro & Forster had a good insight into the 60-plus and disabled sectors, strong ideas on how to tap into this market, good evaluation techniques for measuring impact of local media and strong stakeholder analysis.’
There are an estimated 11.8 million people eligible for the new pass, of which six million are current users.