The story

With one million £5 fares on offer, National Express are providing the perfect ‘escape’ route to hundreds of destinations across the UK. Free yourself from the terror of the post-Christmas bathroom scales, the sweaty horror of a crowded gym or the miserably miniscule salad lunch and book yourself a £5 fare.

Everyone knows that January is the toughest month of all and here at Birmingham advertising agency, One Black Bear, we were keen to create an ad campaign that took the sting out of the leanest, meanest month of all.

Following hot on the heels of our Christmas campaign which encouraged would be passengers to ‘Escape to all things Christmas’ like a warm, family welcome, the strategy is also being rolled out across CRM and ties up with social activity created by us, too.

After delivering successful advertising campaigns across TV, digital and OOH in 2015, our New Year’s resolution was to create another batch of memorable activity for National Express and we don’t plan on veering from that path any time soon.