A campaign to encourage more people to catch the bus will be launched by transport provider Stagecoach. 

It has employed agency Tangerine, which has worked with Stagecoach in its home base of Manchester for more than 14 years, to deliver the city-wide project.

Tangerine will raise brand awareness and work with the in-house team to develop partnerships with local SMEs and larger corporates, as well as showcase the sights, sounds and history of Carlisle, and tap into the pride of residents.

The strategy will include a series of visually-led campaigns, including social adverts and grassroots community activity, creating a call to action and giving the residents of Carlisle a reason to catch the bus.

Mark Whitelocks,  managing director for Stagecoach Cumbria and North Lancashire, said: “Tangerine took our initial brief to raise brand awareness and increase passenger travel and has created a clear insights-based strategy that really taps into the heritage and pride that exists in Carlisle, using the channels and communication trends that feature heavily in the day to day lives of residents.

“We look forward to working with Tangerine in growing the business and connecting with local people, changing perceptions and habits surrounding bus travel.”

Mary Harding, joint managing director of Tangerine, said: “We are proud to have been working with the Stagecoach brand for a number of years now and our team has a very clear understanding of its customers.

“To be able to add another Stagecoach operating company to our client roster is testament to the team’s ongoing work in developing communications strategies based on in-depth insight and analysis of the market, audience and competitors, creating ideas that deliver.”