Looking for an overriding campaign to communicate their ongoing commitment to eco-friendly travel, Arriva North West tasked the IF team to create a dedicated ‘Green Day’ to celebrate the company’s investment in hybrid buses. The 51-strong fleet, which cost the company an impressive £21 million, emit 25% less emissions than standard buses and are due to hit the roads across Merseyside over the following months.
11th April was selected as Arriva’s official Green Day and activity spanned across digital, print and radio, with the aim to encourage riders to join the Arriva Green Team and help to reduce emissions ‘step by step, stop by stop’.
Arriva offered all riders 50% off day tickets purchased on Green Day, via the M-ticket app; a promotion which was featured throughout the activity, including door drops distributed along the ‘green’ routes and 6 sheets erected in bus stops. Riders were encouraged to explore the green spaces throughout Merseyside, as suggested through the route illustrations.
Radio City also got on board with airtime spots and distributing ‘Green’ hampers to local businesses, including 2,000 free day tickets and green goodies. We even lit up the Liverpool skyline, turning the Radio City Tower green on the run up to Green Day!
IF also created a social plan to support the campaign, which invited Arriva’s followers to share their ‘Green tips’, and a competition which encouraged people to share pictures of the new hybrids using #arrivagreen to be in with a chance of winning 1 of 5 £100 garden centre vouchers.
With upcoming plans for a converted greenhouse Bus – there is much more to come for the Arriva Green team, so watch this space!