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National Transport Awards shortlisting for West Yorkshire's MyDay - young people's bus ticket

21 August 2019

Young people across West Yorkshire have voted with their feet all year when it comes to travelling around West Yorkshire by using MCard's all-day-any-bus MyDay ticket.

Now the Transport Times National Transport Awards has shortlisted the marketing campaign behind the MCard MyDay. These prestigious awards are judged by experts in the transport industry, and winners will be announced at a ceremony in London on 31 October.

Collaboration with young people

MyDay, which gives all under 19s unlimited travel on any bus* across West Yorkshire, was developed in collaboration with young people and launched in July 2018. The campaign highlighted the convenience and value for money the multi-operator ticket offers young people.

Since July 2019, the ticket has been available to load onto young people's Blue MCards. And the more tickets bought and loaded, the more they can save with the price coming down from £2.75 for a single ticket to just £2.50 per day's travel when 10 are bought at once.

Snapchat

Kiran Sandhu, who regularly uses MyDay tickets said: "I saw the MyDay post on Snapchat which caught my eye. I didn't realise that I could get a ticket that would be valid on all bus operators until I saw the advert. Now that I know I can use the MyDay ticket to get on and off any bus throughout West Yorkshire, I use it all the time. It's great for when I go out with my friends or getting to school, I just pay once and get a full day's bus travel."

Since MyDay's introduction last summer, sales have rocketed with over 219,000 tickets sold. This is an uplift of over 60% on the previous year exceeding the expectations of the West Yorkshire Ticketing Company, the organisation behind the MCard brand.

Cheaper and easier

Richard Armitage, Chair of the West Yorkshire Ticketing Company, a not-for-profit joint venture between West Yorkshire's bus and rail operators and the West Yorkshire Combined Authority, said: "MyDay tickets have been a great success since their introduction last year.  We are pleased to see so many young people benefitting from this ticket and it is great to see this successful campaign has been recognised by the National Transport Awards. We expect that now we have made it even cheaper and easier for young people will prove even more popular now. They can load their tickets onto their Blue MCard and board with ease with a simple tap as they get on the bus"

*Excludes special services 

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