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  1. 2020

Haslimann Taylor

Sapphire: Adding Sparkle to UK Buses

Category:New Product/ Service Launch Strategy

Client:Arriva UK Bus

Arriva UK Bus has launched a new premium service, Sapphire, aimed at reinvigorating bus usage on key routes in four locations across the UK.The business invested more than £3million as it looked to the service to grow passenger numbers on core routes. Sapphire was designed to primarily attract non-users but also increase the number of journeys taken by infrequent and semi-frequent users.