Stakeholder Comms Toolkit: Phase One
Purpose
This toolkit provides stakeholders with clear, consistent messaging and practical resources to help promote the £2 Bus Fare Cap Pilot. It enables partners (Regional Transport Partnerships, operators, local authorities, community groups, etc.) to amplify awareness and understanding through their own channels. This will help to ensure passengers know what the pilot is, where and when it applies, and how to access accurate information.
Communications and marketing activities are being implemented in three phases;
- Phase One: ZetTrans (Shetland) operational implementation
- Phase Two: HiTrans (Highlands and Islands) operational implementation
- Phase Three: pilot closure
This Stakeholder Toolkit covers Phase One of our activities. Further iterations of the toolkit will be published in Phase Two and Three.
Background
The Scottish Government’s £2 Bus Fare Cap Pilot is a 12-month initiative to introduce a simplified fare structure to make bus travel more affordable and easier to understand. Supported by a £10 million investment, the pilot is designed to:
- Encourage modal shift by increasing fare-paying patronage.
- Promote equity by supporting low-income passengers and those in fragile communities.
- Improve access to employment, education, and essential services.
- Test feasibility of a fare cap model, including financial and operational viability.
- Identify opportunities to protect and enhance the bus network.
Following a successful Expression of Interest process, the Scottish Government is working jointly with Regional Transport Partnerships HiTrans and ZetTrans to deliver the pilot in Shetland and the Highlands and Islands region.
The pilot is being introduced in a phased approach, commencing on 30 January 2026 in the ZetTrans region. It means that, across the Shetland Islands, single journey tickets on participating local bus services will cost passengers just £2 until January 2027.
Journeys made under the National Concessionary Travel Schemes remain unchanged.
Find out more at transport.gov.scot/twopound.
Messaging guide
Headline
“Bus journeys for £2 in Shetland.”
Core message
“From 30 January, single adult and child bus fares in Shetland are capped at £2 as part of a 12-month Scottish Government pilot.”
Key points
- Applies to single tickets only
- Concessionary travel is unchanged.
- Available on all participating local bus services in Shetland.
- The pilot is scheduled to run for a 12 month period and will end in Shetland in January 2027.
- More info: transport.gov.scot/twopound
Tone
Factual, clear, neutral, and helpful. Avoid political framing.
Key lines for Gaelic translations
Headline
“Tursan bus airson £2 ann an Sealtainn.”
Core message
“Bho 30 Faoilleach, tha prìsean tiocaidean bus singilte inbheach is cloinne ann an Sealtainn air an cuingealachadh ri £2 mar phàirt de phìleat Riaghaltas na h‑Alba. Thig am pìleat gu crìch ann am Faoilleach 2027.”
Call-to-action
“Barrachd fiosrachaidh: transport.gov.scot/twopound”
Short-form copy (social posts, posters, etc.)
“Bus journeys for £2 in Shetland – from 30 January for 12 months. Single adult and child tickets only. Ends January 2027. More info at transport.gov.scot/twopound”
“Take the bus for £2! From 30 January, single fares in Shetland are capped at £2. Pilot ends January 2027. Visit transport.gov.scot/twopound for details.”
“£2 fares are here! From 30 January, single bus tickets in Shetland cost no more than £2. Find out more at transport.gov.scot/twopound”
“Affordable travel starts now. £2 single bus fares in Shetland from 30 January. Ends January 2027. Learn more at transport.gov.scot/twopound”
“Your bus journey for just £2. Shetland pilot starts 30 January. Single tickets only. Visit transport.gov.scot/twopound”
Medium-form copy (Facebook, LinkedIn, newsletters, etc.)
“Big news for bus users in Shetland! From 30 January, single fares are capped at £2 as part of a 12-month pilot. This means cheaper, simpler travel for everyone. The pilot ends January 2027. Find out how you can travel for less at transport.gov.scot/twopound”
“Travel for less with £2 single bus fares in Shetland. From 30 January, local bus services are offering capped fares for adult and child single tickets. Available for a limited 12 month period. Find all the details at transport.gov.scot/twopound”
“Making bus travel more affordable. From 30 January, Shetland passengers pay no more than £2 for single journey tickets. Available until January 2027. Concessionary travel is unchanged. Want to know how you can take part? Visit transport.gov.scot/twopound”
“From 30 January, single bus fares in Shetland cost no more than £2. This is part of a Scottish Government pilot to make bus travel more affordable and support sustainable transport. The pilot is available until January 2027. Concessionary travel remains unchanged. Find out more at transport.gov.scot/twopound”
Long-form copy (blogs, mailshots, press releases, etc.)
“From 30 January, the Scottish Government and ZetTrans are introducing a £2 bus fare cap pilot in Shetland. This means all single bus fares cost no more than £2 on participating local services. The pilot aims to make bus travel more affordable, support sustainable transport, and gather evidence for future fare policy. It runs until January 2027. Concessionary travel remains unchanged. For full details on how you can hop on board and save money, visit transport.gov.scot/twopound”
“We’re excited to announce that from 30 January, bus travel in Shetland is capped at £2 for single journey tickets. This 12-month pilot is part of a Scottish Government and ZetTrans initiative to make public transport more accessible and affordable. Available for a limited time only so hop on board now! For more information, including FAQs and eligibility details, visit transport.gov.scot/twopound.”
“Cheaper bus travel is here! Starting 30 January, single fares in Shetland cost no more than £2. This pilot is designed to help reduce travel costs, encourage sustainable transport, and support local communities. Available until January 2027. Learn more at transport.gov.scot/twopound.”
Frequently Asked Questions
What is the £2 bus fare cap pilot?
The £2 Bus Fare Cap Pilot is a 12-month Scottish Government initiative designed to make bus travel more affordable and easier to understand. Under the pilot, single journey fares on participating local bus services will cost no more than £2.
The pilot is being delivered jointly with HiTrans and ZetTrans and will run across Shetland, and the Highlands and Islands region (excluding Helensburgh and Lomond).
This 12 month pilot is being introduced on a phased basis, beginning in Shetland on 30 January, rolled out at a later date across the Highlands and Islands.
For more information visit transport.gov.scot/twopound.
When does it start and end?
The 12 month pilot is being introduced on a phased basis, beginning in Shetland on 30 January and ends in January 2027
It is also being rolled out across the Highlands and Islands and dates will be confirmed in due course.
Find out more information at transport.gov.scot/twopound.
Which bus services in Shetland are included?
In Shetland, the pilot applies to all participating local bus services operated by Shetland Islands Council, as Shetland’s public bus network is local‑authority run and operates only single‑ticket fares.
Premium-fare services are excluded from the pilot, e.g. tour buses, premium night services or private-hire services.
Does it apply to return tickets, day tickets, or season passes?
No.
The £2 cap applies only to single journey tickets. Return, day, multi‑journey, and season‑ticket products are not included.
Are child fares included?
Yes.
The fare cap applies to child single tickets as well as adult single tickets, if the cost of the fare is usually over £2.
However, children and young people under the age of 22 are eligible for free travel with a valid National Entitlement Card (or Young Scot NEC) through the existing National Concessionary Travel Schemes. Visit transport.gov.scot/under22 for more information.
Does this affect concessionary travel?
No.
The pilot does not affect the National Concessionary Travel Schemes. Concessionary cardholders can continue to access free journeys with a valid National Entitlement Card. Visit transport.gov.scot/concessionary-travel for more information.
How do I know if my journey is eligible?
A journey is eligible if;
- it is a single adult or child journey; and
- the bus service is a participating, registered local bus service operating entirely within the relevant Regional Transport Partnership (RTP) area.
In Shetland, this includes all local bus services.
In HiTrans areas, eligibility will be confirmed and shared ahead of launch.
Passengers should check:
- operator websites and social channels
- local posters and bus stop information
- transport.gov.scot/twopound
Will the pilot expand to other areas?
No.
The pilot is limited to the two selected Regional Transport Partnership areas - HiTrans and ZetTrans - following an Expression of Interest process overseen by the Scottish Government. There are no plans to expand the pilot to additional regions.
Why is the Scottish Government running this pilot?
The pilot aims to;
- Improve affordability for passengers
- Support modal shift towards sustainable transport
- Promote equity in fragile and rural communities
- Improve access to employment, education, and essential services
- Test the feasibility of a flat‑fare model and gather evidence to inform future national fare policy.
What happens when the pilot ends?
The pilot is due to run for 12 months. After that point, normal commercial or local authority fare structures will resume. Please be aware that, as this will be one year from launch, commercial fare prices may have increased. Check with your bus operator before travelling.
Where can I find more information?
Information on the £2 Bus Fare Cap Pilot, including eligibility details and updates, is available at transport.gov.scot/twopound.
Downloadable assets
A range of promotional resources are available for download to help partners and stakeholders in their communications about the pilot. This includes social media graphics, posters and screen display graphics.
You can view and download resources from our Google Drive folder.
You can also access editable social media graphics which will allow you to add your logo on Canva via the links below. Please ensure you create a copy of any template before editing, the master versions should not be altered.
Accessibility and language guidance
- Use a colour contrast ratio of at least 4.5:1 (3:1 for large scale), in line with the Web Content Accessibility Guidelines (WCAG) 2.2. A ratio of 7:1 is preferable for print assets. Our assets follow the Transport Scotland colour palette for accessible contrast and brand recognition.
- Use a simple and easily readable font for better legibility.
- Optimum font size for print assets is 16pt. This ensures legibility on posters and other out-of-home formats.
- Provide alt text for all digital images.
- Use plain English; avoid jargon.
- Consider whether Gaelic translations would be helpful in your communications, where possible.
- Ensure PDFs and web content are screen reader compatible.
- Include QR codes alongside short URLs for easy mobile access.
Contact
For more information on the £2 Bus Fare Cap Pilot, please visit transport.gov.scot/twopound
Passengers looking for information on the Pilot’s policy should contact RBFP@transport.gov.scot.
If you are a bus operator or local authority and need help or advice about the £2 Bus Fare Cap pilot please contact Lorraine.Caddle@transport.gov.scot and Laura.McKenna@transport.gov.scot.
If you need advice on the pilot communications please contact Gillian.Kelly@transport.gov.scot and Rachael.Morris@transport.gov.scot.