The nationwide PR campaign will support a direct marketing door-drop, starting in September, aimed at getting those that have not used buses for some time to try them again.
Arriva’s bus marketing director Catherine Mason said: ‘The challenge here is about changing perceptions. A lot of people have not used buses since they were at school. Since then, things like bus design and frequency have changed a lot.
‘We want to make these people consider making at least some of their journeys by bus. We will do this by giving them rational information as well as an emotional message. The PR will be used to turbo-charge the door drop,’ she added.
Mason said the work would include media relations and ‘stunt-oriented’ activities, including money-raising activities with charities.
Account director Andrew Rastall said the agency had devised seven different creative executions – each aimed at a different demographic group.
‘We are aiming at people right across the community, from school children to the business market,’ he said.
Rastall said a key challenge would be organising the logistics involved in these different executions, and the 80 routes the company wanted to support across the country.
The appointment is the first time the company has used a PR agency, according to Mason.