Arriva was the Official Bus Partner for the Royal de Luxe Giants, a poignant and spectacular event which forms part of the country’s World War I centenary commemorations.
Liverpool was the stage for this giant piece of street theatre and for the Little Girl Giant, her canine companion Xolo and the Giant Grandmother who travelled throughout the city bringing the story of Liverpool’s heroic past to life.
The bus is obviously the best way to travel around Liverpool, the Little Girl Giant rested her not so little legs and travelled in style atop an Arriva branded bus at certain times on her journey around the city. The company also offered a discounted family ticket throughout the five days of the event to encourage customers to travel into Liverpool by bus.
Debra Heaton, marketing manager for Arriva Merseyside, commented: “We were extremely proud to be part of ‘Memories of August 1914’, it was such a poignant event which really captured the imagination of the city. As we provide over 28 million passenger journeys around Merseyside each year, it was only fitting that we became the Official Bus Partner and supported the event.
“Alongside promoting our services to help people get in and out of the city, including extensive use of social media, our on-bus customer magazine and e-mail communication, the opportunity arose to brand the Royal de Luxe ‘bus’, which was used to ensure the Little Girl Giant could reach more communities on her journey.
“We thought this was a fantastic and fun way to integrate with the event and really get our brand out there. Our Bodyshop did an outstanding job painting the bus in our distinctive livery – it was a real showstopper. We also offered a ‘Giant Special’ family ticket, offering discounted travel for our customers.”
It is estimated more than one and a half million people visited the city over the course of the event, putting added pressure on the public transport system, but Arriva Merseyside worked closely with its partners, Liverpool City Council, Merseytravel and other operators to ensure the bus network continued to run smoothly.
Debra continues: “Despite numerous road closures, diversions and busy buses, everyone worked together to provide a first class service. Drivers, depot staff and our city centre team really pulled out all the stops, it was a fantastic team effort. We even had our social media team working from the heart of city centre to ensure our customers were kept up to date with the latest news.”
Arriva Merseyside’s support for this magical event not only ensured that the bus network ran well throughout, but also highlighted the company’s commitment to invest in Merseyside and the surrounding areas.