The Department for Transport (DfT) is looking for an advertising agency to raise awareness of forthcoming changes to the free bus scheme for older people and the disabled. The pitch will be handled by COI.
COI has shortlisted Golly Slater, EHS Brann and Iris to pitch for the business. The brief for the agency will be to focus on the extension of the current scheme, which only guarantees free travel within a pass-holder’s local authority, to a national concession in April 2008.
In 2000, half price off-peak local bus travel was introduced for people aged 60 and over and eligible disabled people. In 2006, this was extended to provide free travel. Further to this, the 2006 Budget announced a nationwide scheme for free off-peak bus travel anywhere in England from April 2008.
The new campaign will also encourage people to contact their local authorities to get a pass.