In December 2024, West Midlands Bus partnered with Hits Radio West Midlands for a heartwarming initiative as part of the annual “Be Part Of It” campaign supporting Mission Christmas. This Local Radio Partnership brought the community together for a cause that captured the festive spirit and ensured no child in the West Midlands woke up without a present from Santa.
ABOUT THE CLIENT
West Midlands Bus is modal brand for the bus network under Transport for West Midlands (TfWM).
TfWM, , part of the West Midlands Combined Authority (WMCA), work with transport operators to make sure that public transport is safe, reliable, affordable and accessible for everyone.
The WMCA are dedicated to building a better connected, more prosperous, fairer, greener and healthier West Midlands.The collaboration with Bauer Media is a shining example of the power of a Local Radio Partnership to make a tangible difference.
ABOUT THE CAMPAIGN
Purpose
The “Fill The Bus” local radio partnership campaign was designed to collect gifts and donations for Mission Christmas, an initiative that provides presents to underprivileged children in the West Midlands.
Message
The campaign encouraged individuals, businesses, and local communities to contribute gifts, cash donations, and online support to spread holiday cheer across the region.
Action
A branded Stagecoach bus travelled across the West Midlands on 16 December, doubling as a mobile gift collection point. Our Breakfast Show broadcasted live from the bus, energising listeners to participate. Local businesses joined the cause by bringing in their collections, and the Mayor of the West Midlands and even regional celebrities like Liberty from Love Island lent their support.
This Local Radio Partnership showcased the ability of radio to mobilise communities and amplify important messages. Despite last-minute logistical challenges, the event was a resounding success, thanks to Stagecoach stepping in to provide a bus just two days before the activity.
SUCCESS MEASURES
Key Campaign Stats
- Community Impact: Over £10,000 worth of presents were collected by the end of the day.
- Video Amplification on YouTube:
- 83,600 impressions
- 37,100 video views
- 44.44% view rate (13% above the average YouTube Ad campaign view rate).
- Paid Social Media Campaign:
- Almost 1,000 clicks
- 9.22% click-through rate on META ads.
- Celebrity Engagement: Contributions from notable figures helped boost visibility and participation.
The success of the “Fill The Bus” campaign demonstrates the unique value of a Local Radio Partnership in creating impactful and engaging campaigns that resonate with communities. By leveraging our talented teams, extensive reach, and innovative approach, we can help bring your brand’s message to life and achieve extraordinary results.
Ready to make a difference and connect with your audience in meaningful ways?
Partner with Bauer Media for local radio partnership campaigns that inspire action and deliver measurable success. Contact us today to start planning your next big idea!