Comic cuts passenger campaign
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WEST MIDLANDS PTE has begun a new campaign designed to woo back car drivers to public transport. The £60,000 campaign involves comedian Don Maclean and a new character called Wumpty.
• The two are being used to promote public transport as energy-saving and cheap. Aimed specifically at car drivers, the campaign points out how much they can save by travelling by bus.
• WMPTE spokesman says that many people who would otherwise not use public transport could be persuaded back to the buses if they knew what services were available.
The campaign will be supplemented with a house-tohouse leaflet distribution campaign.
WMPTE also hopes that fares collection problems will be alleviated by the introduction of Travelcards limited to short journeys or single routes to appeal to passengers who spend less than 50p a week on bus travel — the break-even point above which the cards are viable.