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Winner of the BusNSW Environmental-Innovative Operator of the year for 2009: TRANSDEV TSL – Shorelink Buses (For innovative marketing of services)
TRANSDEV TSL (Shorelink Buses) has a fleet of 85 vehicles, approximately 120 employees, operates 22 routes in Sydney, and carries over three million passengers every year. |
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Darryl Mellish and Tony Ralph
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The company has a longstanding global experience in the public transport sector and a strong track record for making real improvements to both the operations and maintenance of public transport systems.
As a Sydney bus operator the company is committed to providing reliable, user-friendly and cost-effective services to commuters, and has implemented a number of innovative marketing initiatives to increase patronage and improve customer satisfaction.
Shorelink Buses innovative marketing initiatives include:
- Bus Awareness campaigns - which assists target groups on sourcing information and using local bus services,
- Key Issues campaigns – which highlight issues impacting passengers such as fuel prices, the environment and personal health,
- Occasion Campaigns that encourage travel on occasions such as Fathers day and over the Christmas period, and a,
- Demographic campaigns that target specific groups within the community.
TRANSDEV TSL (Shorelink Buses) runs an annual Christmas card colouring competition involving local schools and has distributed many promotional products to create a sense of goodwill in their local community. The company has been at the forefront of website marketing with an impressive DDA compliant website providing comprehensive service information.
TRANSDEV TSL (Shorelink Buses) has recently undergone a name and branding change which involved a comprehensive community awareness campaign including newspaper advertising and on-board posters.
The company has introduced an Integrated Network Plan (INP) in the past year and was proactive in consulting with community and keeping the public well informed of changes through its “Together we changed” marketing campaign.
In a regulated environment TRANSDEV TSL (Shorelink Buses) invests heavily in local print and electronic media to advertise and promote its services. This company’s success has been built on its attention to detail in servicing passenger’s needs and adapting to new challenges.
The company’s achievements have been recognised by a 2009 Australian Business Award for Service Excellence, as well as being a finalist in the 2009 Hornsby Advocate Business Achiever Awards and the 2009 Customer Service Institute of Australian – Australian Service Excellence Awards.