THE AWARD FOR SUSTAINED MARKETING EXCELLENCE

摘要

The business-to-business strategy at Arriva North East and Yorkshire is proving to be a highly successful sustained marketing programme which introduces the idea of bus travel to tens of thousands of people across the region. The marketing team invest heavily each year in promotional support for employers from intranet information to merchandise, followed by roadshows at every 'signed up' location. The dividends have paid off, with a 25% increase in revenue and a seven-fold return on investment. While many in the industry have recognised the importance of such a strategy, the judges were impressed with the company's proactive, imaginative and sustained approach to building awareness of bus travel and improving perceptions.