Just the Ticket to the Great Outdoors

3 October 2011

The journey from the centre of Harrogate to the little town of Pateley Bridge, in the heart of Nidderdale area of outstanding natural beauty, covers just 18 miles, but contains an astonishing contrast in scenery, from the busy suburbs of Harrogate, through rich pasture and parkland and out to the high dales country of heather moors and high crags.

Route 24, running for many years along Nidderdale between Harrogate and Pateley Bridge, carries many passengers using public transport to visit the popular Dales. Transdev Harrogate & District wanted to encourage greater numbers of customers to do so and take advantage of the ability to sit back and enjoy the scenery whilst someone else does the driving. With this in mind, a new brand was designed to reflect the Yorkshire Dales and the beautiful scenery along the route. The logo used shows Brimham rocks, a major tourist attraction in Nidderdale.

In association with Transport for Leisure, and alongside the new butterscotch and burgundy livery, a free booklet of attractive walks was produced, complimenting the route that The Nidderdale Branch takes. It gives comprehensive details of 6 differing walks that can take in various parts of Nidderdale by alighting the bus at a selection of points enroute. The booklet also acts as an introduction to Nidderdale highlighting many points of interest and places to visit by bus. A new timetable booklet was produced to complement the walking booklet.

Transdev Harrogate & District worked closely with Transport for Leisure to research, design and write the booklet. Transdev Harrogate & District also work with the Nidderdale AONB (Area of Outstanding Natural Beauty) as it is in both our interests to promote bus travel into the Dales. Transdev Harrogate & District is also a member of the DalesBus partnership of operators and user groups, which has seen other operators' tickets accepted on routes across the DalesBus network, making travel easier and better value for the leisure passenger.

Following the launch of the booklet and new livery for The Nidderdale Branch, The Yorkshire Post and local paper the Harrogate Advertiser included details of the booklet and timetable. The journalist involved spoke highly of the concept and execution. Customers are able to obtain the booklet from their local libraries, tourist information centres, local shops and our Customer Information Centre. We have been delighted with a successful increase in passenger growth of 9.2% compared to the previous year, and hope to continue to increase this further as the brand becomes more established.