FIRST BUS YORK
Park & Ride Campaign
First Bus York sought a campaign to promote the launch of its new park-and-ride facilities, an upgraded fleet of electric vehicles, and low-cost fares. The creative team developed a campaign identity and strategy adaptable across three key phases, ensuring consistency and impact throughout the rollout.
At the heart of the campaign was the line ‘Y wouldn’t you?’, leveraging the iconic Y identity to drive audience consideration and engagement.
Campaign Variations:
Awareness: Introducing the identity, highlighting the new service and its key benefits.
Travel Perks (Horizontal Layout): Showcasing key benefits, attractions, and the new service in a horizontal design.
Travel Perks (Vertical Layout): Presenting the same elements in a vertical design for versatile application.
The campaign design maintained a polished and cohesive aesthetic, inspired by the new electric fleet’s livery. The regal navy colour was paired with elegant gold and copper accents, reflecting a modern and sophisticated brand image.
My role: Senior Creative
Creative Agency: Brass
