Excellence in Travel Information and Marketing
Excellence in Travel Information and Marketing
A submission in this category should demonstrate
A submission in this category should demonstrate
A submission in this category should demonstrate
This category covers all areas of transport marketing including information, promotion and travel planning. We will be looking for clear evidence that the approach that you have chosen has brought about results. This may be patronage increases, modal shift or greater awareness of a particular service/ facility, or feature.
This category covers all areas of transport marketing including information, promotion and travel planning. We will be looking for clear evidence that the approach that you have chosen has brought about results. This may be patronage increases, modal shift or greater awareness of a particular service/ facility, or feature.
PREVIOUS WINNERS
PREVIOUS WINNERS
PREVIOUS WINNERS
2024 First Bus: Under 22s ‘Free to Explore’ Campaign
2023 Strathclyde Partnership for Transport: Delivering a Step-Change in Bus Passenger Information and Standards
2022 Sustrans Scotland - #andshecycles
2020 Edinburgh Trams & Scottish Rugby, Successful Partnership Campaign
2019 Edinburgh Trams, Airport Marketing Project
2024 First Bus: Under 22s ‘Free to Explore’ Campaign
2023 Strathclyde Partnership for Transport: Delivering a Step-Change in Bus Passenger Information and Standards
2022 Sustrans Scotland - #andshecycles
2020 Edinburgh Trams & Scottish Rugby, Successful Partnership Campaign
2019 Edinburgh Trams, Airport Marketing Project
Caledonian MacBrayne
Every Journey Starts a Story
WINNER
Amidst fleet pressures and public scrutiny, CalMac’s “Every Journey Starts a Story” campaign sought to rekindle pride in Scotland’s ferry service and the communities it serves. Central to the initiative was a new podcast hosted by The Hebridean Baker, which quickly became a hit — ranking No. 7 in Apple’s UK travel charts and even making it onto the in-flight entertainment of British Airways and Aer Lingus. The campaign delivered strong results, with bookings up 5.8%, brand knowledge increasing by nearly 20%, and a brand reputation score boost of over 21%. Designed to resonate with islanders and visitors alike, the campaign showcased island businesses and fostered community pride. Beyond numbers, it reshaped the brand’s narrative and reconnected CalMac with the cultural and emotional heart of its customer base, both at home and globally.
Caledonian MacBrayne
Every Journey Starts a Story
WINNER
Amidst fleet pressures and public scrutiny, CalMac’s “Every Journey Starts a Story” campaign sought to rekindle pride in Scotland’s ferry service and the communities it serves. Central to the initiative was a new podcast hosted by The Hebridean Baker, which quickly became a hit — ranking No. 7 in Apple’s UK travel charts and even making it onto the in-flight entertainment of British Airways and Aer Lingus. The campaign delivered strong results, with bookings up 5.8%, brand knowledge increasing by nearly 20%, and a brand reputation score boost of over 21%. Designed to resonate with islanders and visitors alike, the campaign showcased island businesses and fostered community pride. Beyond numbers, it reshaped the brand’s narrative and reconnected CalMac with the cultural and emotional heart of its customer base, both at home and globally.
Caledonian MacBrayne
Every Journey Starts a Story
WINNER
Amidst fleet pressures and public scrutiny, CalMac’s “Every Journey Starts a Story” campaign sought to rekindle pride in Scotland’s ferry service and the communities it serves. Central to the initiative was a new podcast hosted by The Hebridean Baker, which quickly became a hit — ranking No. 7 in Apple’s UK travel charts and even making it onto the in-flight entertainment of British Airways and Aer Lingus. The campaign delivered strong results, with bookings up 5.8%, brand knowledge increasing by nearly 20%, and a brand reputation score boost of over 21%. Designed to resonate with islanders and visitors alike, the campaign showcased island businesses and fostered community pride. Beyond numbers, it reshaped the brand’s narrative and reconnected CalMac with the cultural and emotional heart of its customer base, both at home and globally.
Edinburgh Trams
Edinburgh Trams launched a highly effective campaign around Taylor Swift’s 2024 concerts, blending pop culture with smart travel messaging. From a specially wrapped tram and viral TikTok content to safety reminders woven into song lyrics, the campaign was engaging and strategic. It generated over a million social media impressions and brought record-breaking footfall, with 75,000 journeys on the network during the concert weekend. The marketing team’s creative approach extended to ticket souvenirs, themed staff outfits, and real-time community engagement. The campaign not only raised brand awareness but attracted a new, younger audience to the service, launching the operator’s TikTok presence and shaping future event strategies. The result was a 30% year-on-year increase in patronage, reinforcing Edinburgh Trams as a savvy, responsive and customer-centred transport provider.
Edinburgh Trams
Edinburgh Trams launched a highly effective campaign around Taylor Swift’s 2024 concerts, blending pop culture with smart travel messaging. From a specially wrapped tram and viral TikTok content to safety reminders woven into song lyrics, the campaign was engaging and strategic. It generated over a million social media impressions and brought record-breaking footfall, with 75,000 journeys on the network during the concert weekend. The marketing team’s creative approach extended to ticket souvenirs, themed staff outfits, and real-time community engagement. The campaign not only raised brand awareness but attracted a new, younger audience to the service, launching the operator’s TikTok presence and shaping future event strategies. The result was a 30% year-on-year increase in patronage, reinforcing Edinburgh Trams as a savvy, responsive and customer-centred transport provider.
Edinburgh Trams
Edinburgh Trams launched a highly effective campaign around Taylor Swift’s 2024 concerts, blending pop culture with smart travel messaging. From a specially wrapped tram and viral TikTok content to safety reminders woven into song lyrics, the campaign was engaging and strategic. It generated over a million social media impressions and brought record-breaking footfall, with 75,000 journeys on the network during the concert weekend. The marketing team’s creative approach extended to ticket souvenirs, themed staff outfits, and real-time community engagement. The campaign not only raised brand awareness but attracted a new, younger audience to the service, launching the operator’s TikTok presence and shaping future event strategies. The result was a 30% year-on-year increase in patronage, reinforcing Edinburgh Trams as a savvy, responsive and customer-centred transport provider.
First Bus
Acts of Kindness
First Bus launched the 'Acts of Kindness' campaign in November 2024 to surprise and delight passengers while supporting local businesses in Glasgow and Aberdeen. Each week, a new partner business — ranging from coffee shops and bakeries to ice cream parlours and sports teams — provided free treats or experiences to passengers. Passengers used a code word to redeem the offers, promoted through both the businesses’ and First Bus’s social media channels. The freebies generated significant buzz, contributing to over 5.4 million impressions and coverage in major media outlets including The Scotsman, Yahoo! News and Glasgow Live. The initiative boosted footfall for local independents and positively engaged First’s customer base. It reinforced community ties and humanised the bus brand at a time when public trust in transport operators is critical. The simple, cheerful idea resonated widely — an example of impactful partnership marketing rooted in kindness.
First Bus
Acts of Kindness
First Bus launched the 'Acts of Kindness' campaign in November 2024 to surprise and delight passengers while supporting local businesses in Glasgow and Aberdeen. Each week, a new partner business — ranging from coffee shops and bakeries to ice cream parlours and sports teams — provided free treats or experiences to passengers. Passengers used a code word to redeem the offers, promoted through both the businesses’ and First Bus’s social media channels. The freebies generated significant buzz, contributing to over 5.4 million impressions and coverage in major media outlets including The Scotsman, Yahoo! News and Glasgow Live. The initiative boosted footfall for local independents and positively engaged First’s customer base. It reinforced community ties and humanised the bus brand at a time when public trust in transport operators is critical. The simple, cheerful idea resonated widely — an example of impactful partnership marketing rooted in kindness.
First Bus
Acts of Kindness
First Bus launched the 'Acts of Kindness' campaign in November 2024 to surprise and delight passengers while supporting local businesses in Glasgow and Aberdeen. Each week, a new partner business — ranging from coffee shops and bakeries to ice cream parlours and sports teams — provided free treats or experiences to passengers. Passengers used a code word to redeem the offers, promoted through both the businesses’ and First Bus’s social media channels. The freebies generated significant buzz, contributing to over 5.4 million impressions and coverage in major media outlets including The Scotsman, Yahoo! News and Glasgow Live. The initiative boosted footfall for local independents and positively engaged First’s customer base. It reinforced community ties and humanised the bus brand at a time when public trust in transport operators is critical. The simple, cheerful idea resonated widely — an example of impactful partnership marketing rooted in kindness.
Transform Scotland and Living Streets
A Wee Walk Works Wonders
Transform Scotland and Living Streets teamed up to encourage short local trips on foot rather than by car with the “A Wee Walk Works Wonders” campaign. Rolled out in multiple regions in 2024, it used colourful visuals and relatable mascots — a heart, brain, piggy bank and planet — to promote the physical, financial and environmental benefits of walking. The campaign was amplified via radio, posters, bus ads, and community activities, including competitions and school-gate visits. Evaluation showed compelling results: 37,000 people walked more because of the campaign, saving an average of £2.41 and 3.85kg CO₂ each. Over 90% of viewers reported feeling more aware of walking’s benefits, and nearly all believed the campaign’s messages to be true. This approachable, well-designed campaign demonstrated how strategic partnerships can drive real behaviour change and help meet Scotland’s climate and health goals at a grassroots level.
Transform Scotland and Living Streets
A Wee Walk Works Wonders
Transform Scotland and Living Streets teamed up to encourage short local trips on foot rather than by car with the “A Wee Walk Works Wonders” campaign. Rolled out in multiple regions in 2024, it used colourful visuals and relatable mascots — a heart, brain, piggy bank and planet — to promote the physical, financial and environmental benefits of walking. The campaign was amplified via radio, posters, bus ads, and community activities, including competitions and school-gate visits. Evaluation showed compelling results: 37,000 people walked more because of the campaign, saving an average of £2.41 and 3.85kg CO₂ each. Over 90% of viewers reported feeling more aware of walking’s benefits, and nearly all believed the campaign’s messages to be true. This approachable, well-designed campaign demonstrated how strategic partnerships can drive real behaviour change and help meet Scotland’s climate and health goals at a grassroots level.
Transform Scotland and Living Streets
A Wee Walk Works Wonders
Transform Scotland and Living Streets teamed up to encourage short local trips on foot rather than by car with the “A Wee Walk Works Wonders” campaign. Rolled out in multiple regions in 2024, it used colourful visuals and relatable mascots — a heart, brain, piggy bank and planet — to promote the physical, financial and environmental benefits of walking. The campaign was amplified via radio, posters, bus ads, and community activities, including competitions and school-gate visits. Evaluation showed compelling results: 37,000 people walked more because of the campaign, saving an average of £2.41 and 3.85kg CO₂ each. Over 90% of viewers reported feeling more aware of walking’s benefits, and nearly all believed the campaign’s messages to be true. This approachable, well-designed campaign demonstrated how strategic partnerships can drive real behaviour change and help meet Scotland’s climate and health goals at a grassroots level.
Scottish Citylink Coaches
Christmas Campaign #WoollyWonderland
HIGHLY COMMENDED
Scottish Citylink’s “Woolly Wonderland” campaign creatively highlighted its festive services and reliability during Christmas 2024. The centrepiece was a coach wrapped in woolly jumper-style livery, paired with a social media competition inviting passengers to spot and share it online. The campaign combined influencer partnerships, paid social ads, OOH placements, and branded merchandise — including Christmas jumpers that raised £2,500 for Save the Children. Reaching 3.8 million people, the campaign surpassed forecasts by generating over 5,400 conversions, £70,000 in online revenue, and a 15% uplift in passenger numbers. Services on Christmas Day alone saw a 3% year-on-year rise. A well-integrated marketing push with heart, it promoted Citylink as a festive, friendly and dependable choice — and one that can cut through a cluttered holiday media landscape.
Scottish Citylink Coaches
Christmas Campaign #WoollyWonderland
HIGHLY COMMENDED
Scottish Citylink’s “Woolly Wonderland” campaign creatively highlighted its festive services and reliability during Christmas 2024. The centrepiece was a coach wrapped in woolly jumper-style livery, paired with a social media competition inviting passengers to spot and share it online. The campaign combined influencer partnerships, paid social ads, OOH placements, and branded merchandise — including Christmas jumpers that raised £2,500 for Save the Children. Reaching 3.8 million people, the campaign surpassed forecasts by generating over 5,400 conversions, £70,000 in online revenue, and a 15% uplift in passenger numbers. Services on Christmas Day alone saw a 3% year-on-year rise. A well-integrated marketing push with heart, it promoted Citylink as a festive, friendly and dependable choice — and one that can cut through a cluttered holiday media landscape.
Scottish Citylink Coaches
Christmas Campaign #WoollyWonderland
HIGHLY COMMENDED
Scottish Citylink’s “Woolly Wonderland” campaign creatively highlighted its festive services and reliability during Christmas 2024. The centrepiece was a coach wrapped in woolly jumper-style livery, paired with a social media competition inviting passengers to spot and share it online. The campaign combined influencer partnerships, paid social ads, OOH placements, and branded merchandise — including Christmas jumpers that raised £2,500 for Save the Children. Reaching 3.8 million people, the campaign surpassed forecasts by generating over 5,400 conversions, £70,000 in online revenue, and a 15% uplift in passenger numbers. Services on Christmas Day alone saw a 3% year-on-year rise. A well-integrated marketing push with heart, it promoted Citylink as a festive, friendly and dependable choice — and one that can cut through a cluttered holiday media landscape.
Scottish Citylink Coaches
900 Campaign
To reinforce its dominance on the Edinburgh–Glasgow corridor, Scottish Citylink launched a bold marketing campaign positioning the 900 service as “The Original, The Best.” Through targeted digital ads, strategic influencer collaborations and high-impact outdoor placements, Citylink boosted visibility and reshaped public perceptions. Social media influencer content aligned with the “Of Course We Choose Citylink” slogan and generated 311,000 engagements. Paid social reached over 3.2 million people, exceeding targets by 142%. Passenger numbers on the 900 route rose by 8%, and revenue increased 5%. Perhaps most impressively, the campaign succeeded in sparking conversations that shifted opinions of previously sceptical users. Through this savvy and confident approach, Citylink not only strengthened its market position but rekindled pride in Scotland’s intercity coach travel.
Scottish Citylink Coaches
900 Campaign
To reinforce its dominance on the Edinburgh–Glasgow corridor, Scottish Citylink launched a bold marketing campaign positioning the 900 service as “The Original, The Best.” Through targeted digital ads, strategic influencer collaborations and high-impact outdoor placements, Citylink boosted visibility and reshaped public perceptions. Social media influencer content aligned with the “Of Course We Choose Citylink” slogan and generated 311,000 engagements. Paid social reached over 3.2 million people, exceeding targets by 142%. Passenger numbers on the 900 route rose by 8%, and revenue increased 5%. Perhaps most impressively, the campaign succeeded in sparking conversations that shifted opinions of previously sceptical users. Through this savvy and confident approach, Citylink not only strengthened its market position but rekindled pride in Scotland’s intercity coach travel.
Scottish Citylink Coaches
900 Campaign
To reinforce its dominance on the Edinburgh–Glasgow corridor, Scottish Citylink launched a bold marketing campaign positioning the 900 service as “The Original, The Best.” Through targeted digital ads, strategic influencer collaborations and high-impact outdoor placements, Citylink boosted visibility and reshaped public perceptions. Social media influencer content aligned with the “Of Course We Choose Citylink” slogan and generated 311,000 engagements. Paid social reached over 3.2 million people, exceeding targets by 142%. Passenger numbers on the 900 route rose by 8%, and revenue increased 5%. Perhaps most impressively, the campaign succeeded in sparking conversations that shifted opinions of previously sceptical users. Through this savvy and confident approach, Citylink not only strengthened its market position but rekindled pride in Scotland’s intercity coach travel.
Stagecoach West Scotland
‘Tap the App’ Digital Ticketing Marketing Campaign
In April 2024, Stagecoach West Scotland became the UK’s first bus operator to offer single and return tickets through its app, marking a major milestone in digital ticketing. The ‘Tap the App’ campaign promoted this innovation via targeted email, PR, social media, and internal driver briefings, helping customers transition smoothly. The results were clear: mobile ticket sales jumped 10%, with 8% of single and return ticket revenue now coming through digital sales. The campaign succeeded in simplifying the travel experience for users while cutting paper use and operational costs. With its forward-thinking rollout, Stagecoach helped set the standard for digital innovation in public transport — a customer-first initiative with clear sustainability and efficiency gains.
Stagecoach West Scotland
‘Tap the App’ Digital Ticketing Marketing Campaign
In April 2024, Stagecoach West Scotland became the UK’s first bus operator to offer single and return tickets through its app, marking a major milestone in digital ticketing. The ‘Tap the App’ campaign promoted this innovation via targeted email, PR, social media, and internal driver briefings, helping customers transition smoothly. The results were clear: mobile ticket sales jumped 10%, with 8% of single and return ticket revenue now coming through digital sales. The campaign succeeded in simplifying the travel experience for users while cutting paper use and operational costs. With its forward-thinking rollout, Stagecoach helped set the standard for digital innovation in public transport — a customer-first initiative with clear sustainability and efficiency gains.
Stagecoach West Scotland
‘Tap the App’ Digital Ticketing Marketing Campaign
In April 2024, Stagecoach West Scotland became the UK’s first bus operator to offer single and return tickets through its app, marking a major milestone in digital ticketing. The ‘Tap the App’ campaign promoted this innovation via targeted email, PR, social media, and internal driver briefings, helping customers transition smoothly. The results were clear: mobile ticket sales jumped 10%, with 8% of single and return ticket revenue now coming through digital sales. The campaign succeeded in simplifying the travel experience for users while cutting paper use and operational costs. With its forward-thinking rollout, Stagecoach helped set the standard for digital innovation in public transport — a customer-first initiative with clear sustainability and efficiency gains.