Give it a Try: Driving Awareness and Ridership
In early 2025, we were brought in by GoTravel Solutions to support a major transport campaign in Northampton ahead of the Women’s Rugby World Cup. With thousands of visitors expected in the town, the challenge was clear: encourage more people to travel by bus rather than car, reducing congestion and making the event more sustainable.
The Goal.
The brief was to create a campaign that was both engaging and accessible, inspiring locals and visitors alike to consider public transport as their first choice. It needed to feel friendly, fun, and connected to the energy of the Rugby World Cup, while providing practical tools to make bus travel easy and approachable.
The Process.
Working closely with the council and GoTravel Solutions, we developed the ‘Give It a Try’ campaign. A playful, rugby-inspired invitation to try bus travel. We led the creative direction, photography, and full rollout across outdoor, digital, social, and print channels.
A key feature of the campaign was a large fold-out map designed to help visitors navigate Northampton’s bus routes quickly and confidently. Every touchpoint was designed to be clear, inviting, and easy to engage with, reinforcing the idea that taking the bus could be simple, convenient, and even enjoyable.
The Result.
The campaign exceeded expectations, increasing awareness and boosting bus ridership during the Rugby World Cup. Its success prompted GoTravel Solutions to commission a winter extension, keeping Northampton moving efficiently throughout the lead-up to Christmas.
By combining playful, event-led creative with practical information, the campaign proved that a well-designed transport initiative could be both effective and enjoyable, helping more people leave the car at home.
Let’s get social.