Cambridge Ahead catalyst for launch of Stagecoach’s new, congestion-busting Route R service


Cambridge Ahead has been instrumental in the creation of Stagecoach's new Route R service which will launch on Tuesday 7th April 2015. The service will operate on the Guided Busway between Trumpington Park & Ride and Cambridge Railway Station, with a journey time of ONLY five minutes.

Feedback from Cambridge Ahead's Quality of Life survey of 35,000 Cambridge employees last year has resulted in the creation of a new bus service by Stagecoach which will make a major difference to commuters from the south of the city into the CB1 station area and is part of a strategy to tackle congestion in Cambridge.

Analysis of survey results showed that respondents felt the biggest single issue facing Cambridge is the chronic level of congestion on the roads, and that of the four modes of transport into and around Cambridge, the public bus service is used the least. So working with Stagecoach, Cambridge Ahead explored where congestion could be tackled most successfully and quickly and a new service on the Guided Busway direct from Trumpington Park & Ride to the rail station was proposed and accepted by Cambridgeshire County Council.

The new Route R service will be launched on Tuesday 7th April 2015 and will run every 15 minutes at peak times ─ 6am-9.30am and 4.45pm-8.45pm ─ during week days. The journey time is only five minutes and ticket prices are £3.20 return, which compares favourably with the cost of parking at the station of up to £9.20 a day.

The new service will offer a real alternative to existing commuter habits. It will not only appeal to those who currently drive in from the southwest of the city and park before catching a train, but also to those who work in the station area. Other adopters could also be commuters who use the existing Route A service from Trumpington to the station but have a slower journey because the bus circuits the Addenbrooke's campus en route, or who take the regular bus services into the city along the rush-hour congested A1309.

To promote the service, Stagecoach has created a marketing campaign incorporating PR, email marketing, posters and leafleting at both route hubs, mobile 48-sheet poster van activity, social media activity on both Stagecoach and CA channels, a press ad and radio advertising.

To encourage adoption, Stagecoach and Cambridge Ahead have also laid on a special bus for representatives of businesses local to the railway station and the media to try the service for themselves. The bus leaves at 9.50am on Tuesday 7th April from Cambridge Railway Station. At Trumpington Park & Ride there will be refreshments laid on and an opportunity to meet the MD of Stagecoach East, the leaders and some members of Cambridge Ahead, the Mayor of Cambridge, officials from the Councils, and Abellio Greater Anglia. If you wish to travel on this special service please get in touch with Andy Campbell, MD Stagecoach East.


View the official joint press release
View the 48-sheet poster ad
Listen to the radio ad
View the 1min speeded up video of Route R
Download the Route R timetable
Visit Stagecoach website



Cambridge Ahead is a business and academic member group dedicated to the successful growth of Cambridge and its region in the long term. We aim to represent the city’s business community by offering soundly-based opinion and advice to local and national governments about the opportunities and needs of the region.

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