TFWM case study
Shifting perceptions with Out of Home
Transport for West Midlands is focused on connecting communities and making public transport a more appealing choice for everyday journeys. Through customer focused initiatives and impactful campaigns, the organisation aims to shift perceptions and encourage more people to embrace bus travel across the region.
You’re Bussing It
See how Transport for West Midlands used Out of Home advertising to shift perceptions of bus travel, connect with audiences through real-life moments and encourage more journeys across the region.
Campaign
To address declining perceptions of bus travel, Transport for West Midlands launched the You’re Bussing It campaign, designed to connect with non users and occasional passengers. By focusing on real life experiences, the campaign repositioned bus travel as a way to access meaningful everyday moments rather than simply a mode of transport
Strategy
Using striking black and white photography paired with bold, colourful messaging, the campaign stood out across high impact outdoor formats. This distinctive creative approach helped cut through a previously fragmented landscape and delivered a more unified and memorable message
Results
The campaign delivered strong results, including a 31 percent unprompted recall rate rising to 55 percent when prompted, alongside a measurable increase in bus patronage. Its effectiveness was further recognised with a Gold award at the Outdoor Media Awards, highlighting the power of impactful OOH in driving behaviour change
We’re really proud of the ‘You’re Bussing It’ campaign and what it has achieved. It was bold, eye-catching, and more importantly, got people back on the bus.
Rachel Foy | Head of Marketing & Engagement - TFWM
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