Driving Cultural Change: How Arriva Transformed Their Bus Network from the Inside Out

When internal buy-in is the barrier to brand transformation, experience-led communication is the breakthrough.

The Challenge

Arriva’s UK Bus Transformation Project set out to radically improve the passenger experience — from cleaner buses and friendlier drivers to better punctuality and upkeep. But there was one big roadblock: internal engagement.

Depot managers, drivers, and support teams were unclear on the vision and disconnected from the strategy. If they didn’t understand the "why," how could they deliver the "wow"?

Our Approach

We knew conventional comms wouldn’t cut it. So, we built a campaign rooted in immersive internal experiences. Through visual storytelling, compelling comms, and real-world touchpoints, we brought the transformation to life in break rooms, depots, and daily routines — speaking directly to the frontline, in their language, on their turf.

This wasn’t just another memo. It was a movement.

The Results

• Hundreds of frontline colleagues fully engaged with the transformation journey

• A ground-up shift in culture — from passive compliance to active pride

• Improved service outcomes: cleaner buses, friendlier drivers, better punctuality

• Enhanced passenger satisfaction, driven by teams who finally understood their impact

Why It Matters

For any brand serious about improving customer experience, the transformation starts behind the scenes. Arriva’s journey shows what’s possible when you bring your people with you — not just along for the ride.