Case Study: First Bus UK inspires summer travel with MadeBrave

First Bus UK launches national summer campaign with MadeBrave

The customer, First Bus UK, one of the UK's largest transport companies, faced declining post-pandemic ridership and needed to diversify its customer base by appealing to leisure travelers during the summer. The vendor, MadeBrave, was tasked with creating a national integrated campaign to increase bus travel across the UK.

MadeBrave developed the "Catch The Summer" campaign, a vibrant and upbeat strategy that positioned bus travel as an easy and affordable solution during the cost of living crisis. The solution included a hero film, radio ads, and an internal playbook to encourage people to use the app to "Plan, Tap, and Catch the Summer." MadeBrave successfully built a campaign that captured the nation's imagination and pushed the boundaries of what people expect from a bus operator.

First Bus UK