DUBLIN BUS
Carrying 142M people each year, Dublin Bus helps us live our best lives, keeps us connected and keeps the economy moving. It's also a huge part of the solution in meeting Ireland’s sustainability challenges. It's one of the largest employers in the country and has some of the most progressive, inclusive and pioneering HR policies and initiatives that help to make it a great place to work. This is no ordinary transport company and it's no ordinary in-house PR team either. We’ve had the honour of working on some brilliant award winning campaigns with them that convey its Dublin personality and values and strong employer branding.
Give It A Spin Campaign
96% of the 2,500 Dublin Bus drivers are men so to combat some false preconceptions of driving a bus, Dublin Bus wanted more women drivers! Taking a new approach to traditional job advertising, The Give It A Spin Campaign was conceived and launched with pioneering racing driver and stereotype-smashing legend Rosemary Smyth. It gave every woman in Ireland the opportunity to test drive a double-decker bus! This PRII award winning campaign took the fun, factual and human approach with a mother/daughter driver combo telling the true story of what it's like to drive buses around the capital. From Jenny Greene to Morning Ireland and Ray D'Arcy Show, to the Sunday World and RTE News, through the campaign, Irish media helped to change perceptions of what a typical bus driver could be and highlighted the fact that Dublin Bus is a great place to work. The campaign reached over 95M via 136 pieces of publicity across 74 different media and generated 1,500 expressions of interest to test drive the bus!
We Are Family Campaign
To mark its 10th year supporting Dublin Pride and show its support for its employees, the LGBTQ+ community , Dublin Bus launched ‘We Are Family’ putting itself at the heart of Dublin Pride. In addition to influencer engagement, promotion of its policies and consumer promotion we also supported Rothco’s now famous tear-jerker ‘Proud Dads’ video featuring the dads of LGBTQ+ young people collecting them on a Proud Bus to attend the parade together. It touched a nerve across with world with 7.5 million views and was shared by LGBTQ+ royalty Stephen Fry and Graham Norton.
