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Preston marketed its high frequency bus network by creating the Overground brand.
When redeveloping a public transport system, promotion and marketing are essential steps in promoting services and attracting new passengers. Preston decided to rebrand its public transport system, making it more user friendly as a way of addressing declining passenger numbers. The new “Overground” network was marketed in a similar way to the London Underground.
The promotion of the network came to a standstill due to ongoing competition issues among bus operators and frequent changes to the bus networks.
The measure achieved mixed results, largely because the CIVITAS project was being implemented during a period of upheaval in Preston’s bus market, with a new commercial operator taking over from the previous operator with whom Preston had been planning activities. Although most activities went ahead, time was needed to develop relationships with the new operator. Nevertheless, there were some clear benefits from the measure: