New campaign encourages more people to choose bus travel in Scotland

Credit: Transport Scotland

Transport Scotland has announced that a new campaign aiming to promote bus travel as a preferred mode of transportation has been launched in Scotland. Co-funded by the Scottish government and the Confederation of Passenger Transport (CPT), the £300,000 initiative is designed to highlight the financial and environmental advantages of using buses, as well as the convenience they offer.

The campaign will run in two phases until 31 May 2023, and will be disseminated across various channels, including digital and social media, radio, TV, out-of-home advertising, as well as print and digital press.

Targeting people over the age of 60, the campaign aims to address the reluctance observed among this demographic in returning to bus travel compared to other segments of the population. Data on travel trends also reveal that more people have been choosing buses for leisure travel, which presents an encouraging trend and an area that the campaign aims to further develop.

“I am pleased to mark the second phase of this new campaign, working in together with the bus industry to help support its recovery following the pandemic,” said Kevin Stewart, Minister for Transport. “The restrictions of the pandemic had a significant effect on people’s travel behaviours and it’s clear the transport sector still has not fully recovered to pre-pandemic levels of patronage. That’s why this campaign is an important positive step in supporting the bus industry toward recovery. We want to encourage as many people as possible to choose the bus more often.”

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The Scottish Government has taken additional measures to support the bus industry’s recovery by introducing free travel for individuals under 22, as well as for disabled individuals and those aged 60 and above.

Paul White, Director of CPT Scotland, said: “CPT Scotland and our members are delighted to have delivered the Choose the Bus Campaign with Transport Scotland. Scotland’s bus and coach services can connect you with friends, family and the great outdoors. They are a hassle-free way to travel to the shops or for an evening out.”

To support potential bus travellers, the Choose the Bus campaign has launched a website, which offers information on journey planning and selecting the appropriate ticket for specific trips.