The Challenge
Big Bus Tours had plenty of customer touchpoints, but they weren’t working together. Pre-trip, in-city, and post-tour comms all existed in silos, with limited personalisation and no clear lifecycle tying it all together. The result – missed chances to convert, engage, and bring people back.
Our Approach
We built a full lifecycle CRM strategy grounded in how people actually experience a city break.
First, we mapped four clear stages – At Home, In City, Tour Booked, and Post-Tour – each with a defined role. Then we connected them through email, push, and on-the-ground touchpoints using geo-targeting and QR codes.
We reworked key journeys like booking confirmation and pre-tour comms to be more useful, not just functional. We layered in smarter data capture – from app behaviour to onboard Wi-Fi – to fuel better personalisation over time.
Alongside the strategy, we continuously evolved the creative. Emails became more visual, more actionable, and easier to use on the move. Less “here’s your ticket,” more “here’s how to make the most of your day.”
The Impact
The shift from fragmented comms to a connected lifecycle quickly showed up in performance.
54.5%
26%
4.8%
1.38m
Beyond the numbers, the team now has a scalable CRM framework that works across cities, channels, and moments – from planning at home to exploring in real time.
Real-World Takeaway
When CRM mirrors the way people actually travel – not how systems are set up – it starts to drive both immediate bookings and long-term loyalty.
