First Bus appoints Brass to drive new northern campaign
First Bus has appointed Leeds agency Brass to run a new marketing campaign in the north of England.
The Drum reported on First's search for an agency last month and can now reveal that Brass was hired following a four-way pitch.
The focus of the campaign will be on the bus company's investment in its network and its new fleet and livery.
Brass's work will involve providing brand strategy and positioning, a communications strategy and the development of advertising and marketing materials.
Its campaign will comprise branding, advertising, PR, design, direct marketing, E-CRM, promotions and digital and social media.
"We are making major improvements with the introduction of 400 brand new vehicles and a £12 million investment in contactless ticket technology," said Simon Pearson, revenue and customer services development director for First Bus in the north.
"This campaign is a key part of communicating these enhancements and the benefits of bus travel to existing and new customers."