The challenge of this college project was to create a new campaign to increase bus ridership for Comox Valley Transit. After researching the ridership statistics, it was apparent that seniors were using the bus service less frequently than any other demographic. For this reason, the primary target audience for this campaign was seniors.
The message we wanted to convey is “Come ride with us, we’re here to serve you”.

Tone & Image:

Why should you ride with us?
• It’s easy
• Convenient payment options now available including a re-loadable pay pass card
• Conductors on the bus to help you up the stairs, help you load your packages and help you put your bicycle on the bus
• Affordable, inviting, clean, safe, reliable and social
• Improved, enclosed bus shelters
• Improved routes and scheduling
We have all taken the bus at some point in our lives. What made us stop? For many of us it was:
• The lack of convenient payment options
• The lack of available schedules and routes
• Perhaps the lack of cleanliness?
• Perhaps there is a stigma surrounding use of the bus?
• The problem of getting our packages, children, strollers, or walking aids on the bus
Not only seniors, but a lot of us are apprehensive to try anything new. Let’s make the experience of riding the bus attractive, so that once they try it, they will be customers for life.
The tagline is “At Your Service”. The personality is friendly, clean and classy. The experience of riding the bus is like having your own personal chauffeur. We want to convey: “You are important to us.”
What I came up with was something that would not just appeal to the elderly, but would appeal to everyone! Let’s make riding the bus “a must do” activity in the Comox Valley. Our buses will be an adventure like riding a San Francisco trolley right here in the Valley. We’re “At Your Service!”
This is the campaign display board:
For the website, I wanted something friendly with a sense of good old-fashioned service and quality. Click here, turn up the volume and hover over the bus!