First Bus is “cheekily” roasting rail services in a new out of home campaign from MadeBrave.
The adverts highlight the newly reintroduced peak train fares in Scotland and how they compare with bus travel.
“While we’re happy that Glasgow commuters are choosing to travel by public transport, bus offers a fantastic option for commuters. With the reintroduction of peak rail pricing, we wanted to brighten commuters’ days by providing a warm coffee to help them on their journey, whether that be by bus, train or foot,” said Graeme MacFarlan, Commercial Director of First Bus Scotland.
“Our goal is to show commuters and travellers that taking the bus is an affordable, reliable and economical choice, and with First Bus, they can always count on a fair fare.”
The ads have been activated around Glasgow city centre, near the main train stations and feature handwritten notes scrawled on train tickets.
The roll-out was supported by a PR activation where commuters were treated to free coffees “to ease the pain of the new fares.”
“Our latest campaign champions everything that is good about the bus – from its stable pricing structure to its alignment with the needs of everyday people,” said MadeBrave’s Executive Creative Director, Steven Hadden.
“First Bus is a cherished client here at MadeBrave – a trusted partner with a shared sense of bravery and ambition. They understand the power of work that creates fame, that breaks free of category norms and ‘Fair’s Fare’ is a great example of this. We’re delighted to see it out in the wild making waves.”
The Glasgow and London company is lead Creative Agency for First Bus Scotland and First Bus UK.
