Sustained advertising campaign calls for £150,000 to raise coach sector profile
Masons Minibus and Coach Hire has brought operators together to gauge interest in its idea for a national marketing strategy to raise the profile of the coach sector.
In a webinar hosted on 2 June, the Tring-based operator petitioned other coach businesses for a contribution of £950 towards a national advertising campaign across various mediums. The minimum amount has been stipulated in order to reach a target of £150,000.
The campaign will be “designed by the industry, for the industry,” says Jonathan Mountford of media partner Made. “We are coming together for one common goal. That is to raise the profile of the coach industry and to get more customers being transported by coach.”
Initial ideas include a publicity stunt involving a wrapped coach with a slogan such as “enjoy the journey” or “love coaches”, followed by more public relations events in major UK hubs. Engaging with media partners such as the BBC, ITV and Sky is also planned.
The campaign is supported by the Confederation of Passenger Transport, RHA, the UK Coach Operators Association and the Coach Tourism Association. The latter will hold the funds and if the target of £150,000 is not reached, donations will be returned. If successful, it is hoped around 40 million people will be reached, and that as well as increasing business, the campaign will encourage more partners to engage, while providing a recruitment tool for the next generation of coach industry employees.
Advertising will be focused in geographical areas to help operators reap the benefits of the campaign on a local level.
There is still much “fine tuning” to be done, says Director of Business Operations at Masons Candice Mason. But she adds that “there has been good feedback so far”.
Operators can register their commitment by clicking here.
Those with any questions are encouraged to contact Mrs Mason at candice@masonscoachhire.co.uk
