Better by Bus: How Go-Ahead’s National Campaign Is Championing Bus Travel

Better by Bus: Driving a National Shift Towards Public Transport

The Go-Ahead Group has launched a major new national advertising campaign titled Better by Bus, designed to encourage more people across England to choose bus travel.

Running over 12 months from the Isle of Wight up to Yorkshire, the campaign positions buses not simply as a mode of transport, but as a vital contributor to communities, local economies and environmental progress.

At a time when congestion, fuel costs and sustainability are high on the public agenda, Better by Bus aims to reinforce the value of an already widely used service while attracting new passengers.

A Multi-Channel National Rollout

Better by Bus is being delivered through a targeted, multi-channel communications strategy. The campaign spans radio, digital audio, billboards and on-bus branding, ensuring broad reach and consistent messaging across regions.

Radio activity alone is expected to generate approximately 16.5 million impressions, delivered in four 4-week bursts across the year. In addition, 24 million digital audio impressions will run throughout the 12-month period.

On the roads themselves, 58 of Go-Ahead’s buses have been transformed with vibrant Better by Bus artwork, turning the fleet into moving advertisements for the campaign’s core message. This approach reinforces visibility in local communities and keeps the message physically connected to the service being promoted.

Why Buses Matter More Than Ever

In England, buses are already the most popular form of public transport, with around 11 million people using them every day. The campaign’s objective is not only to maintain this usage but to grow it by reminding the public of the practical and societal benefits bus travel offers.

Affordability remains a key driver. Under the fare scheme referenced in the campaign, no single bus fare on eligible routes will exceed £3. In an environment where household budgets are under pressure, predictable and capped fares are a compelling proposition.

Environmental impact is another central theme. A petrol car journey can emit up to 3.5 times more CO₂ emissions per passenger than an equivalent bus journey. A fully loaded double-decker bus can remove up to 75 cars from the road in a single trip. These statistics reinforce bus travel as a tangible step towards reducing congestion and improving air quality.

Beyond cost and carbon, buses also play a significant role in supporting local economies. On average, bus passengers spend £32 per return journey in local shops, cafés and restaurants. This highlights how public transport underpins high streets and community businesses.

Government Backing and Sector Support

The campaign launches at a time of renewed government focus on bus services. Roads and Buses Minister Simon Lightwood emphasised the crucial role buses play in helping people reach work, education and social connections.

With the Bus Services Act now in force and £3 billion recently invested to support local authorities and bus operators, the policy landscape is increasingly geared towards improving reliability, affordability and sustainability. The campaign aligns with this broader momentum, reinforcing bus travel as a modern, practical choice.

A Campaign About Collective Benefit

Dan Lewis, Chief Commercial Officer at Go-Ahead Group, described Better by Bus as more than a brand promotion. The intention is to encourage even more people to leave their cars at home and take advantage of existing bus services across the country.

This positioning reflects a wider shift in transport marketing. Rather than focusing purely on speed or convenience, the narrative centres on collective benefit. Reduced congestion, lower emissions and stronger local economies are shared outcomes that extend beyond individual journeys.

Reframing Bus Travel

Better by Bus seeks to reframe perceptions. For some, buses may be seen as routine or utilitarian. This campaign challenges that assumption by presenting bus travel as a smart, responsible and community-focused decision.

By combining large-scale media investment with clear, data-backed messaging, Go-Ahead is reinforcing the everyday relevance of buses while appealing to broader societal values.