The West Yorkshire Travel Plan Network (WYTPN) works with employers in West Yorkshire to promote greener ways of travelling to work for their employees. The Network is delivered by the West Yorkshire Combined Authority, in partnership with its Local Authorities.
Commuting habits are deep-rooted and people generally zone out from the world when on their way to and from work. In order to promote the great services and discounts WYTPN offer, we’d need to come up with a strategy and creative solution that would work incredibly hard to get noticed.
The campaign dramatised the negative aspects of a daily commute by car, the cost of petrol, hassles of parking and frustration of traffic. A targeted direct marketing strategy was employed to contact named travel coordinators at specific businesses with a personal marketing pack to help them spread the word to their colleagues. With the chance to win for one of 700 free monthly travel passes as an incentive.
Over 3,600 applications were received for the 700 free tickets (over 1,600 more than previous campaigns). The campaign microsite was visited by over 8,000 people from 160 companies in West Yorkshire, a 44% conversion rate. The campaign was officially regarded as West Yorkshire Travel Plan Networks most successful campaign to date.
“We really enjoyed working with Guerilla on this latest campaign with West Yorkshire Travel Plan Network organisations encouraging motorists to give public transport a try. We aim to build upon the success of this initiative, which has seen significant numbers of car drivers becoming permanent converts to the bus or train.”
