City’s Pulse is beating

First in Leeds has unveiled a new, easily recognisable brand named Pulse for its extensive network of high-frequency buses, of 10-minutes or better, Monday-Friday daytimes. It covers half the Leeds network, including all main corridors.

The Pulse branding will be applied to 250 buses in the 400-strong fleet with distinctive front and side pink vinyls to deliver a strong impact. The exercise is being carried out by First to help increase passenger numbers by promoting the “simplicity of using the bus with high frequency services, great connections and value-for-money fares.”

By promoting the convenience of using the bus in a relaxed atmosphere with no parking hassles or congestion worries, First believes that more people can be attracted from cars.

In the last 12 months First has grown total passenger numbers by 3% across the Leeds network with frequent services and value-for-money fares, including the introduction of mobile ticketing last July. Customers can buy the 10-trip 18 ticket as well as day (4), week (14.50) and month (52) tickets via mobile.

As part of the new brand launch, First will be sending leaflets to 500,000 households and launching an extensive media advertising campaign on and offline.

The move follows First’s recent announcements that its entire Leeds fleet is now completely accessible. The Passenger Focus survey records a high satisfaction level of 85%.