Turning 30 can feel like a massive milestone and, according to TGI survey data, that was a bad thing for Dublin Bus. Stats show a huge drop off in passengers aged 29-31. So to quell the impact of passengers reaching the big three-ohh, we created an exclusive club for people crossing this maturity threshold, The Turning Thirty Club! The main incentive for joining was a bus pass just for 30 year olds, which we could then use to track the success of the campaign.
Turning 30 can feel like a massive milestone, and according to TGI survey data: that was a bad thing for Dublin Bus. Stats show a huge drop off in passengers aged 29-31. So to quell the impact of passengers hitting the big three-ohh, we created an exclusive club for people crossing this maturity threshold: The Turning Thirty Club! The main incentive for joining was a bus pass just for 30 year olds, which we could then use to track the success of the campaign.