First Bus unveils new ‘Pulse’ brand

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First Bus in Leeds has unveiled a new brand, named ‘Pulse,’ for its extensive network of high frequency buses.

The ‘Pulse’ branding will be applied to over 250 buses of the 400 bus fleet with distinctive front and side pink vinyl to deliver strong impact. First’s high-frequency ‘Pulse’ network extends across all the main corridors in Leeds providing Monday to Friday daytime buses of at least every 10 minutes on over 50% of the bus network.

The exercise is being carried out by First to help increase customer numbers by promoting the simplicity of using the bus with high frequency services, good connections and value-for-money fares. By promoting the convenience of using the bus with no parking hassles or congestion worries, First believes that more people can be attracted out of their cars.

In the last 12 months First has grown patronage by over 3% across the bus network with frequent services and value-for-money fares including the introduction of the (mTicket) mobile ticketing in July last year. Customers can buy the 10-trip £18 ticket as well as the popular day (£4), week (£14.50) and month (£52) tickets via the mobile phone.

As part of the new brand launch, First will be sending out leaflets to nearly 500,000 households and launching an extensive media advertising campaign both on and offline to spread the word.

The move follows the recent announcements by First that the entire Leeds bus fleet is now completely accessible for customers and First customers have a high satisfaction level of 85% according to independent research conducted for Passenger Focus.

Paul Turner, Head of Commercial for First in West Yorkshire, said: “Pulse brings together high frequency, network connectivity and great value fares into one simple distinctive brand. The benefits of using the bus in Leeds are wrapped up into one simple brand that helps customers and new customers know what to expect. Whilst we continue to work hard improving our services, we believe this new campaign will help promote the simplicity of using the bus and attract more people out of their cars.”