Go North East is the region’s largest bus company, operating a fleet of nearly 700 buses and employing more than 2,100 people. The company has an innovative marketing, PR and public affairs approach but often requires project support where they don’t have the resource in-house.
Admiral has supported Go North East for the past two years, providing strategic advice and tactical implementation across a range of PR, social and digital campaigns on a project by project basis. These include:
- The launch of a new smartcard, ‘The Key’ and later ‘The Key Mobile’, which was awarded ‘Best Event’ by the CIPR North East;
- Created and delivered a high-profile public affairs campaign, ‘Say Yes Now’, to convince passengers, civil servants, politicians and stakeholders that the efforts of the Tyne and Wear Integrated Transport Authority to take the running of bus services back into public ownership was ill thought out and that a partnership approach would be best. The campaign comprised the creation of a Charter for Positive Change that provided an alternative to the ITA’s approach, the creation of a Microsite where supporters could register their interest, plus a focused public affairs campaign designed to educate councillors, MPs and stakeholders about the benefits of a partnership approach. This was complimented by a steady media relations ‘rapid rebuttal’ approach to ensure that all false claims were vigorously denied in the media and that some balance was brought to bear around the issues. The results are pending but the general consensus is that a partnership approach is likely to be favoured.