You're Bussing It

Client: Transport for West Midlands

You’re Bussing It was a bold and unifying campaign by Transport for West Midlands (TfWM) in collaboration with BBJ&K and Impero. For the first time, it brought together all regional bus operators under the West Midlands Bus brand, aiming to transform public perception of bus travel and inspire behaviour change across the region.

The campaign addressed previous fragmented messaging by positioning bus travel as something emotionally resonant and part of everyday life. The phrase “You’re Bussing It” captured this shift, a proud, playful expression that made bus travel feel fresh and relevant.

Grounded in deep audience insights and supported by data from Emodo, Mastercard, and Nielsen, the campaign identified key non-regular user groups and crafted a targeted media strategy to engage them. Out-of-home media dominated key corridors, supported by TV, digital, and social platforms tailored to specific behaviours and mindsets.

Creative activations, local partnerships, multilingual content, and influencer engagement ensured the campaign reached diverse communities with authenticity. The results surpassed expectations, not only increasing journeys but shifting attitudes and re-establishing public transport as a viable, appealing choice. You’re Bussing It proved that a public sector campaign can be as culturally impactful and creatively effective as any commercial brand.