The ‘Brit Explorer’ pass was a National Express product that had lost its way. The offer was great – it gave customers unlimited UK travel over a defined period of time… But the product was difficult to use and manage and was not selling well. National Express, partnering with Visit England, invested in the product and made it simple and easy to use for customers. So, a relaunch was in order. We rebranded the pass, giving it a more memorable name, and developed a compelling graphical device to ensure it caught consumers’ attention.
We wanted National Express to be centre-stage as the fabulous way to travel between London and Brighton, with a stunt designed to put the spotlight on coach travel as a fantastic alternative for those caught up in the Southern Rail chaos – and boy, did we create a stir.
With the festivities done and dusted and everyone feeling bad after too much indulgence, what better way to feel good about yourself again than getting away from all that smug New Year’s resolution making?
After being appointed by National Express Coach as their lead creative agency earlier this year, we have launched a new marketing strategy and positioning for the UK’s favourite coach operator.
National Express came to us with a simple brief – inspire the UK to get up and go, by coach! What we delivered was a campaign with impact running across press, radio, CRM and social – the message was clear – Go get it!