Stakeholder Comms Toolkit

Purpose

This toolkit provides stakeholders with clear, consistent messaging and practical resources to help promote the £2 Bus Fare Cap in the Highlands and Islands. It enables partners including Regional Transport Partnerships, operators, local authorities and community groups, to raise awareness of the scheme through their own channels.

This will help passengers know what the scheme is, where and when it applies, and how to access accurate information.

Background

The Scottish Government’s £2 Bus Fare Cap is designed to make bus travel more affordable and easier to understand through a simplified fare structure.

The Scottish Government is working jointly with Regional Transport Partnerships HITRANS and ZetTrans to deliver the scheme in Shetland and the Highlands and Islands region. It has been introduced on a phased basis, commencing in:

  • Shetland from 30 January 2026
  • the Western Isles from 23 February 2026
  • Orkney from 9 March 2026
  • Highland, Moray, and Argyll and Bute from 23 March 2026

Resources

Assets and graphics

A range of promotional resources are available for download to help partners and stakeholders in their communications about the scheme. This includes social media graphics and posters.

You can view and download resources from our Campaign Assets page online.

Branding

You are welcome to add your logo to the posters and digital assets. Simply download the files and, using your preferred editing software (e.g. Canva, PowerPoint or Adobe applications), place your logo in a suitable corner or area of the design where it does not overlap key text or imagery.

Key messages and tone

Tone

Factual, clear, neutral, and helpful. Avoid political framing.

Messages

When creating communications about the £2 Bus Fare Cap, partners should aim to draw on one or more of the following messages where relevant. These messages can be adapted to suit local audiences and communication channels while remaining consistent with the overall campaign.

  • Save money on travel – making everyday journeys more affordable.
  • One fare, no fuss – a simple £2 single fare, making bus travel easier to understand.
  • Getting around made easier – supporting access to work, education, appointments, shopping and leisure activities.
  • Go further for £2 – helping people explore more of their local area for less.
  • Open up Scotland for everyone – supporting affordable travel for visitors and helping people experience more of what the Highlands and Islands have to offer.

Call to action

transport.gov.scot/twopound

Key points

  • Applies to single tickets only (adult and child).
  • Concessionary travel is unchanged.
  • Available on participating bus services.

Copy library

The following copy is provided as a guide and can be adapted to suit local audiences, channels and communication needs, while remaining consistent with the campaign's key messages.

Short-form copy (social posts, posters, etc.)

Example 1

Single fares capped at £2 in the Highlands and Islands. Conditions apply. More information: transport.gov.scot/twopound

Example 2

£2 single bus fares in the Highlands and Islands. Simple, affordable travel on participating services. Conditions apply. Find out more at transport.gov.scot/twopound

Medium-form copy (Facebook, LinkedIn, newsletters, etc.)

Example 1

Single fares on participating bus services are now capped at £2 across the Highlands and Islands. The scheme aims to make travel simpler and more affordable, helping people get to work, education, appointments and leisure activities for less. Concessionary travel remains unchanged. Find out more at transport.gov.scot/twopound

Example 2

Passengers in the Highlands and Islands now pay no more than £2 for single bus journeys on participating services. The initiative aims to make everyday travel more affordable while encouraging greater use of local bus services. Learn more at transport.gov.scot/twopound

Long-form copy (blogs, mailshots, press releases, etc.)

Example 1

The Scottish Government, working with HITRANS and ZetTrans, has introduced a £2 Bus Fare Cap across the Highlands and Islands. Single fares on participating services are capped at £2, helping to make everyday travel more affordable and easier to understand.

The scheme aims to support access to employment, education, healthcare and other essential services while encouraging greater use of public transport. Concessionary travel remains unchanged. For more information, including participating services, visit transport.gov.scot/twopound.

Example 2

The £2 Bus Fare Cap is now operating across the Highlands and Islands. Delivered by the Scottish Government in partnership with HITRANS and ZetTrans, the scheme caps single fares at £2 on participating services.

The scheme is designed to make bus travel more affordable and provide valuable evidence on the impact of a simplified fare structure. Concessionary travel remains unchanged. Further information is available at transport.gov.scot/twopound.

Accessibility and language guidance

  • Ensure communications meet accessibility best practice, including appropriate colour contrast, readable fonts and screen-reader compatibility.
  • Provide alt text for digital images.
  • Use plain English and avoid jargon.
  • Consider whether Gaelic translations would be appropriate for your audience.
  • Include QR codes alongside short URLs where possible.