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Client Focus: Yellow Buses
Project

The Client

Background
  • ONE DAY EVENT
  • FIRST EVER EVENT AS SUCH
  • PROMOTING THE NEW OPEN TOPPER BUSES
  • BRINGING THE COMMUNITY TOGETHER
YELLOW BUSES AIMED TO HOST A WONDERFULLY FUN FAMILY-FRIENDLY BEACH PARTY ON BOSCOMBE'S BEAUTIFUL SANDY BEACHFRONT TO CELEBRATE THE START OF THE SUMMER SEASON

A subsidiary of the RATP Group – the multi-award-winning Yellow Buses was established in 1902 and now features a 132 fleet of the most modern and comfortable buses on the road, clocking up more than five million miles every year across Dorset and Hampshire.

The Brief

Our Objectives
  • ATTRACT VISITORS FROM FAR AND WIDE
  • DELIVER A FUN FAMILY DAY OUT FOR THE COMMUNITY
  • INCREASE GENERAL AWARENESS OF THE COMPANY
  • INCREASE SOCIAL MEDIA ENGAGEMENT
YELLOW BUSES COMMISSIONED DARREN NORTHEAST PR TO DEVELOP A SOCIAL MEDIA CAMPAIGN AROUND THE ORIGINAL IDEA OF YELLOW BUSES “BUSTER’S BOSCOMBE BIG BEACH BASH”

DNPR was responsible for event management aspects of Busters Boscombe Big Beach Bash. This included booking acts and entertainment, ensuring everything ran smoothly on the day along with delivering live social media content during the event. This would engage the local community and promote the new Open Topper Buses.

The Results

Our Achievements
  • INCREASED ONLINE ENGAGEMENT
  • ONLINE FEATURES
  • ATTRACTED AROUND 2,500 ATTENDEES
  • BRAND EXPOSURE TO 15,000 PEOPLE DURING THE EVENT
THE YELLOW BUSES ‘BUSTER’S BOSCOMBE BIG BEACH BASH TOOK OVER BOSCOMBE BEACH DELIVERING A FUN FAMILY-FRIENDLY DAY OUT FOR 2,500 ATTENDEES AT THE EVENT

To attract people to the event, we developed and maintained a strong social media campaign on Yellow Buses Facebook pages entitled #BustersBeachParty. The digital campaign ran for three weeks prior to the event and was focused on achieving high engagement on all #BustersBeachParty related content, reaching a family audience across Boscombe, Bournemouth and neighbouring towns. To boost engagement on the Yellow Buses Facebook Page, we held daily competitions, rewarding the public with travel cards.

The #BustersBeachParty digital campaign drew high rates of engagement to the Yellow Buses Facebook Page, increasing the page reach by 49%, the page likes by 20% and engaging with 9,726 people through regular posts. The promotional Event Page reached 48K people in total.

We also gained coverage on popular local event websites e.g. Bournemouth Tourism, VisitBournemouth.com, Mums Guide To and Net Mums.

The Testimonial

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