National Express is investing in a summer marketing campaign costing over £1m as part of its post-lockdown return of services. ‘This is the Direction of Travel’ is the firm’s first significant above the line spend since 2019, with UK-wide coach services now back on the road since March this year.
The operator said that its campaign is a confident reminder to the UK public of the benefits of travelling by coach and the part National Express has always played in helping people see friends and family, going on holiday and day trips and visiting attractions.
Chris Hardy, Managing Director of National Express UK Coach said: “We are here to help people explore the country, make new memories and see their loved ones once again. The summer has only just started and with restrictions easing, there is a lot to look forward to.”
The campaign, developed by One Black Bear, features people spending time with loved ones, exploring new cities and enjoying the beach, and will run across digital TV, radio and online channels until mid-September. It is the first major project to be delivered by media agency m/SIX since their appointment by National Express at the beginning of the year. This campaign majors on what makes National Express a great choice. We are the UK’s largest coach operator with the greenest fleet on the road offering great value travel to pretty much anywhere – be it a beach or city. And with our new package holiday offering, customers can now purchase everything in one place,” added Chris.
“We have been working hard to rebuild our services. We have used the past year as an opportunity to improve our offering and our network so that customers receive a better National Express experience than ever before. This campaign helps celebrate that.”