East Yorkshire launches THREE new brands in one day
Go-Ahead owned East Yorkshire has launched not one, not two, but THREE new brands for Scarborough, and a new ticket deal with Transdev’s Coastliner to boot.
Celebrating an investment in the seaside town’s summer bus network worth £450,000, East Yorkshire has launched new brands for its coastal open-top tourist buses, a key route linking the town with nearby resorts, and a brand for its network of local buses around Scarborough.
Given one of the most significant makeovers is former ‘seafront service 109‘ – now attractively rebranded as ‘Beachcomber’, featuring a swooping, Best Impressions-designed livery. East Yorkshire’s new maroon, cream and orange ochre colours have been reworked to form a long, flowing beach, set against attractive two-tone blue blue waves.
8 heavily-refurbished open top buses are set to arrive to boost capacity and attract new customers onto what is undoubtedly one of East Yorkshire’s biggest earners – and it’s a renewed attempt to finally see off competition on the route from local independent, Shoreline Suncruisers.
Coaster is the new look for the 12 and 13, once part of the now-shortened East Yorkshire stalwart, the 121 (another route we’ve featured recently here on Transport Designed).
It runs up to every half an hour between Scarborough, Filey, Bridlington and the coastal holiday villages, with another 8 upgraded buses, soon to feature free WiFi, USB power, improved seating, tables, mood lighting and next stop announcements.
Coaster features another adaptation of the base East Yorkshire livery, this time sticking with the multi-coloured swoops, whilst filling in the sides of the bus with a deep blue seascape on which the branding is overlaid.
There’s not really much on the front to differentiate Coaster buses from ‘normal’ East Yorkshire ‘deckers in the new livery, save from a small logo on the top deck windscreen, but side-on, the rakish Coaster branding really does turn heads.
The Scarborough Locals identity is an adaptation of the new East Yorkshire livery, revealed at the launch event in Hull during March. The maroon on the front is instantly recognisable; flowing curves of different shades compliment the base, which is formed of predominantly cream.
It replaces the somewhat dated ‘Scarborough and District’ brand for buses around town.
Going further with Coastliner
As if launching three new brands on the same day wasn’t enough, East Yorkshire also announced a new ticker deal with Transdev’s Coastliner, who run into the town from Malton, York and Leeds.
Customers can now buy Scarborough day tickets (including for travel on Beachcomber open top buses) onboard Coastliner buses, and customers on Coaster and other East Yorkshire buses around town can buy add-on tickets for onward travel on Coastliner.
It’s a prime example of two high-quality, forward-thinking bus operators working together for the common good, without the need for regulation or hand-holding from local authorities – and it’s sure to be a huge success through the summer months.
Over to you…
Have you spotted any of East Yorkshire’s new brands out and about yet? What do you think about their new look?
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I drive for East Yorkshire and I think the new branding is fantastic, a real breath of fresh air. The deal with Transdev/Coastliner should hopefully bring lots of new customers to our network in the summer. All in all it’s looking like we have a very bright future under Go Ahead’s ownership.