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How do you launch a new service brand that's impactful and informative, whilst remaining true to the established guidelines of its corporate parent?
Arriva delivers more than one billion passenger journeys across 12 European countries every year. Having won a BAA contract to operate a high-frequency bus service from Glasgow Airport to Glasgow City Centre, Arriva asked Good Creative to create a comprehensive launch package.
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We created a new brand name, Glasgow Flyer. A distinctive style was developed, based around colour, language and iconography. Our communications were designed to create initial impact, whilst providing essential information with maximum clarity.
Our work encompassed everything from posters to uniforms, leaflets to tickets, bus livery to website development.
The result is proof that it's possible to create a distinctive brand personality and presence, whilst working within an existing corporate framework and endorsement.
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Our work helped drive awareness of the new service and Arriva exceeded targets by 200% at launch.
Glasgow Flyer now enjoys a highly recognisable presence around the airport and city centre. Buses operate 24 hours a day, 7 days a week, with eight buses an hour at peak times.
The campaign has encouraged airport staff, commuters and tourists to use the Glasgow Flyer service. It's also been successful in persuading people who would normally travel to the airport by car, to take the bus. This has helped reduce congestion on the already busy roads.
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*It doesn't just end here.
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