Utilising the marketing toolkit

News stories are free to read. Click here for full access to all the features, articles and archive from only £8.99.
Phil Williams, Head of Marketing for First Bus. JADE SMITH

Phil Williams, Head of Marketing for First UK Bus Division, outlines to Jade Smith the marketing campaigns the company has implemented this year

Leeds was experiencing an unseasonably damp and dreary spell the day I met Phil at First West Yorkshire’s offices, where he is primarily based.

“My ethos on marketing is it either needs to influence someone’s opinion or change their behaviour,” Phil started. “Marketing can’t be wallpaper – you can’t be able to look at it and turn away.

“The level of complexity and involvement within the bus industry is huge. We can use practically every tool available in the marketing toolkit, which makes it a very interesting place to work for me.”

Phil went on to explain the changes made over the past year within First Bus’ marketing division.[…]

Are you enjoying this feature? Why not subscribe to continue reading?

Subscribe for 4 issues/weeks from only £2.99
Or login if you are already a subscriber

By subscribing you will benefit from:

  • Operator & Supplier Profiles
  • Face-to-Face Interviews
  • Lastest News
  • Test Drives and Reviews
  • Legal Updates
  • Route Focus
  • Industry Insider Opinions
  • Passenger Perspective
  • Vehicle Launches
  • and much more!