Summer of Fun
From open-top adventures to seaside day trips, the Summer of Fun campaign brought travel joy back to East Yorkshire’s coast.
Client: East Yorkshire Buses
Overview
The Summer of Fun campaign promoted East Yorkshire Buses’ seasonal coastal services: including the open-top Beachcomber buses, scenic Coaster routes, and the government-backed £2 Fare Cap initiative.
The goal was to reignite local tourism after a difficult few years, encouraging people to rediscover Yorkshire’s coast affordably and sustainably.
From open-top bus launches to community events, partnerships with local attractions, and a bold, family-friendly visual campaign, Summer of Fun celebrated the joy of travel, bright, approachable, and rooted in local pride.
My role
As part the marketing support at East Yorkshire (Go-Ahead Group), I:
Helped plan and deliver the integrated “Summer of Fun” campaign, aligning digital, print, and experiential activity.
Supported the launch of the open-top Beachcomber service with promotional events and local media coverage.
Coordinated partnership marketing with tourism boards, attractions, and local councils.
Produced and distributed press materials, social content, and visual assets for both digital and in-person engagement.
Worked cross-functionally with operations, design, and PR to maintain brand consistency.
Objectives
Promote seasonal services and encourage leisure travel across the Yorkshire coast.
Raise awareness of the government’s £2 fare scheme and its benefits for families and visitors.
Build partnerships with local businesses and attractions to strengthen community engagement.
Drive app downloads, B2B connections with the community, and ridership.
Create a campaign that reflected East Yorkshire’s identity: fun, friendly, and quintessentially local.
Impact
Achieved strong seasonal ridership growth across open-top and coastal routes.
Increased awareness of the £2 Fare Cap scheme regionally through cohesive messaging and media exposure.
Strengthened community ties through local partnerships and public events.
Created a clear, joyful brand presence across all summer communications, recognised internally as a campaign that captured the spirit of East Yorkshire.
Reflection
This project showed how transport marketing can be about more than timetables, it’s about creating experiences that connect people to the places they love.
The Summer of Fun campaign proved that even established brands can feel fresh and local when you lean into emotion and community storytelling.