First Brief at Barter and Barrett

First day at Barter and Barrett, and I have been set a brief to persuade the general public to visit St.Ives. My Client is St.Ives Town Initiative. There is a new bus service running on rail from St.Ives to Cambridge so they are trying to get people to come back to St.Ives.
The advert will be shown on the back of bus so there needs to have impact, and a strap line that is catchy and simple to draw attention.
Here are a few images that I have looked at for inspiration.
I have looked at the main attractions in St.Ives and I have focussed on the riverside, market town and busy atmosphere of St.Ives.
I have looked at a few strap lines such as:

-Make your way and visit St.Ives
-Look St.Ives
-Think St.Ives
-Visit St.Ives
-Now you see it, its St.Ives
-Explore St.Ives
-Escape to St.Ives

Looking at the word visit I thought about using the footprint symbol and covering the whole back of the bus with this using a two colour palette, also the word look using the symbol of glasses and in the lenses have a photograph of main attraction in St.Ives for example: The bridge and Chapel.