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.