First scoop marketing honour

First South Yorkshire scooped the Travel Information and Marketing prize in front of 800 transport professionals at the National Transport Awards in London.

Comedian and impressionist Rory Bremner hosted the event — celebrating its 15th anniversary — which was also attended by the Transport Secretary Patrick McLoughlin MP, who gave the keynote address.   

Managing Director of First South Yorkshire, Kevin Belfield, said: “I’m delighted that the team’s fantastic efforts have been rewarded by winning an important National Transport award.”

First South Yorkshire won the highly sought after Travel Information and Marketing prize for its young persons’ fares campaign, Get Social On Our Network, which was recognised for changing perceptions and generating passenger growth of more than nine per cent.

The widespread marketing campaign successfully targeted under 18s in Sheffield, Rotherham and Doncaster with the South Yorkshire £2 Day and £5 week tickets, first introduced in March 2014.

Mr Belfield added: “The South Yorkshire young persons’ fares campaign has been hugely successful.  

“Passenger numbers have increased significantly, boarding times have reduced helping to speed up our services, while the new fares are also supporting family budgets across South Yorkshire.”