Dell’Arte: A Marketing Strategy that Capitalises on Art

This article describes a marketing strategy for city buses in Le Havre, France. Called Dell’Arte, the strategy uses contemporary art as an innovative and image-boosting way to draw attention to buses and bus-riding. Painting was particularly appropriate in Le Havre, the home to many French impressionists. A local painter is chosen as company partner for a year, during which time he or she decorates a new bus inside and out, turning into a gigantic work of art that will last the vehicle’s lifetime. The author lists the eight Dell’Arte buses that have been created thus far (1991 – 2002). Many of the paintings have been reproduced on bus tickets, schedule brochures, fare listings, posters, press kits, etc., for the year when the new bus is put into service; these materials have become collector’s items. The author reports that the program has been a resounding success, increasing ridership with relatively low cost. The campaign is designed in-house and is automatically refreshed with the arrival of each new artist’s style. Photographs depict two of the buses, as well as some of the supporting printed materials.

• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/oclc/22167353
• Authors:
  • Choisie, Gerard
• Publication Date: 2006-5

Language

• English

Media Info

• Media Type: Print
• Features: Photos;
• Pagination: pp 24-26
• Serial:
  • Public Transport International
  • Volume: 55
  • Issue Number: 3
  • Publisher: International Association of Public Transport (UITP)
  • ISSN: 1016-796X
  • Serial URL: http://www.uitp.org/publications/public-transport-magazine.cfm

Subject/Index Terms

• TRT Terms: Advertising campaigns; Art; Bus transit; Bus transportation; Buses; Financing; Marketing; Passengers; Ridership
• Uncontrolled Terms: Bus wraps
• Geographic Terms: Le Havre (France)
• Subject Areas: Data and Information Technology; Motor Carriers; Passenger Transportation; Public Transportation; Society;

Filing Info

• Accession Number: 01036335
• Record Type: Publication
• Files: TRIS
• Created Date: Oct 27 2006 8:15AM