Nottingham City Transport
Open opportunity
When the de-regulation of the bus industry required the traditional 'corporation buses' to be operated on a more commercial basis, the fleet needed to be rebranded and represented to the traveling public. The subsequent challenge was (and remains) to present bus travel as a relevant and attractive proposition to city commuters and travelers.
Open mind
We created new brands 'Go2' and 'Nottingham Network' for the new, direct, city-wide buses. Colour coding the fleet made it easier for travelers to identify individual routes.
Aspirational car style photography gave credibility to Nottingham City Transport’s positioning of their new buses as the fast, affordable and environmentally friendly choice for Nottingham commuters.
More recently, a cast of quirky bus-traveling characters and even some 'famous' names have featured in high profile outdoor and radio advertising campaigns promoting the benefits of bus travel.
Open doors
Within two years of the re-branding, Nottingham City Transport turned a deficit into an impressive operating profit. Research shows that the Go2 brand and colour-coded routes are understood and appreciated by the traveling public and the aim going forward is to attract yet more Nottingham people to make the switch to public transport.