The Client:

Transit Systems is Australia’s largest privately-owned provider of public transport solutions holding government contracts in cities across Australia and also the iconic red buses in London.

Transit Systems engaged Square One PR to assist with profile development in NSW ahead of bidding for the Sydney Ferries contract back in 2011 – seven years later we’re now an integral part of their marketing/comms team looking after the PR for their operations across Australia, including one of the largest bus contracts in the Transport for New South Wales network.

What’s involved/The challenges:

This campaign is multi-faceted and involves:

Profile building for Transit Systems in business, government circles and commentary from/profiles on key senior staff – through channels like national newspapers (AFR/The Australian), transport trade publications, speaking opportunities at industry events.

Public Transport service messaging regarding new bus services, interrupted bus services etc for contracts in Adelaide, Perth and Sydney

Launches of new services such as the first ‘uber bus’ that launched in Sydney

Crisis communications for crisis situations (bus accidents, for example) and we assisted Transit Systems to implement a Crisis Response Plan.

Boosting media coverage in states/cities where Transit Systems plans to bid for new contracts.

Given the public transport contracts Transit holds are with government, the government is a key stakeholder in this campaign. We are in regular communication with the likes of the Transport for NSW, Minister’s Office media team and must consider their interests in all of our PR messages and decisions. There is a strict approval process we must adhere to and we also do additional tasks like writing speech notes and delivering briefings for minister’s attending media events.

Sometimes our work involves ‘squashing’ stories and keeping things out of the media – this is often the case when unions make particular claims/statements

Results:

Square One PR handles over 3600 emails on the Transit Systems PR account each year, managing relationships with key stakeholders, and organisations, as well as national, metro, local and industry media. Our ongoing PR campaign has taken Transit Systems from a quiet, relatively unknown performer, to a very well known and respected Australian company, with established stakeholder relationships in critical – a world class operator with local knowledge.