The new national bus concession, starting on 1 April 2008, will extend free off peak bus travel for those over 60 or disabled, to any local bus route in England. Previously, they could only travel free within their local area.
The Department for Transport has launched a publicity campaign to make people aware of the new concession and is looking to councils to promote the scheme locally. To help local publicity the Department has developed a toolkit with advertising and publicity templates.
The toolkit includes ‘ready to use’ direct mail inserts; posters and postcard designs; radio, outdoor and local press adverts; website copy and guidelines on helpline scripts plus a comprehensive ‘questions and answers’ document. There is also content to assist councils in generating publicity in the media from draft press release copy to free photos and example statistics on bus travel. Information on liaising with local partners is also provided.
The toolkit is available at the DfT. http://www.dft.gov.uk/buspass