BUSIT

The Busit Free Family Adventure Pass is a periodic, repeatable campaign mechanism used by Waikato Regional Council Public Transport to promote its bus service between Hamilton and towns across the region during school holidays. The campaign lets families travel for free on regional blue bus services by presenting the free electronic pass to the driver.

The campaign mechanism included a featured rural destination per holiday, promoting the activities and hospitality options of the featured town. The campaign media mix included targeted digital, social media, print and out-of-home. Since the inaugural school holiday campaign in early 2025, the number of passengers using the pass has steadily increased every school holiday.

Learn more about BUSIT busit.co.nz