First South West Launches Adventurous New Leisure Brand

Adventures by Bus is the new and exciting brand for outstanding leisure services at First South West. It heads and incorporates an exciting ‘family’ of adventures across Somerset, Devon and Cornwall; Atlantic Coaster, Falmouth Coaster, Land’s End Coaster, Day Tripper, The Lizard, Dartmoor Explorer, Discover Exeter and the Exmoor Coaster.

Each individual adventure has its own characteristics which represent the unique nature of the routes – their landscape, geography and the different types of adventurers that they attract. Some are open top such as the Land’s End, Atlantic, Falmouth and Exmoor Coasters, which enable adventurers to absorb the stunning scenery. Others are more informative, like the Discover Exeter city tour, complete with audio whilst the Cornwall DayTripper network connects a variety of world-class attractions and pretty places across mid-Cornwall, with the iconic Eden Project serving as its hub.

The objective is that adventurers will be enthralled and entranced by the ‘Adventures by Bus’ proposition and compelled to try not just one of the adventures but another, until they’ve tasted them all! Adventurers are encouraged to compare and contrast their experiences. It will be fashionable to talk about an ‘Adventures by Bus’ experience and it will be something that is added to the ‘must-do’ list of every holiday maker.

Aside from being an extremely ambitious tourism and leisure offering, Adventures By Bus is a meeting of demand from an ever-growing staycation market whilst providing serious investment in the local economy. The forward-thinking brand involves integrated partnership work which has seen the small team affiliate closely with destinations and local stakeholders such as the National Trust, Dartmoor National Park, Exmoor National Park, Visit Cornwall, Cornwall Chamber of Commerce and local councils to name but a few. Supporting the re-emergence of tourism in the region following a global pandemic is at the heart of Adventures By Bus and the team are committed to supporting the post-Covid recovery in the south west region.

The exciting Adventures By Bus proposition is a bold diversification and expansion into the leisure industry by First South West and answers the call from a growing tourism market who are seeking to authentically explore their chosen destination. The current eight adventures are only the beginning of plans to capitalise on the growing number of staycationers whilst encouraging locals to explore what is on their doorstep, promoting the natural beauty of the area, the plethora of world-class attractions, outstanding eateries and eclectic range of things to do in and around the south west.

Locally, the small team comprises of Pam Wherry, Adam Hawksworth, Head of Network and newly-hired Laura Griffiths as Marketing Manager, each under the helm of experienced and driven south-west Commercial Director, Marc Morgan-Huws. More widely, the team call on industry specialists with huge commercial experience in the leisure market, calling up the ‘king of the customer offer for leisure travel’ Alex Warner from Flash Forward Consultancy and Ray Stenning of transport design and branding powerhouse Best Impressions. Together, this determined and knowledgeable group are driving forward the Adventures By Bus offering, a clearly wildly aspiring leisure brand which has already enriched and enhanced the south-west tourism market and promises plenty more adventures to come.


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