TfWM will provide an overview of their successful Passenger Incentive Programme that has seen hundreds of thousands of West Midlands residents granted free and discounted travel in an effort to create new bus users and to also encourage lapsed users to return to the bus network.  This c. £20m scheme has been hugely impactful harnessing the power of the Swift smartcard platform to target users and then incentivise them to continue to use bus services.