Case Study: Go North West doubles applicant numbers with Dinosaur's Elite Bus Driver campaign

Go North West doubles applicant numbers with Dinosaur

The customer, Go North West, faced an unprecedented challenge of urgently recruiting 300 new bus drivers to launch new services in Greater Manchester. The vendor, Dinosaur, was engaged to provide a creative solution using services including brand strategy, advertising, and multi-channel communications to overcome a major industry shortfall and change public perceptions of the role.

Dinosaur implemented a solution centered on a "big idea" that redefined the bus driver as an elite professional. This involved a provocative campaign featuring real drivers, the creation of an Elite Driver Academy, and a complete reinvention of the recruitment process. The vendor's strategy successfully doubled applicant numbers and generated significant regional media coverage, including features on BBC programming.

Go North West