Stagecoach has officially launched its new ‘we’ve got you’ brand campaign, which has been appearing on buses since repaints into its latest corporate colour scheme began. The operator says its new emotionally-led brand promise is rooted in insight-driven storytelling and will be brought to life through authentic narratives. The campaign marks a bold new creative direction, says Stagecoach, and is a first of its kind for the company, which it says is designed to reposition bus travel as dependable, human and relevant, and aims to build connection with both new and existing customers.
By focusing on real-life moments and the everyday importance of reliable travel, Stagecoach says it is seeking to grow consideration, preference, and ultimately customer journeys. The campaign highlights the company’s commitment to being there for its customers every day, and the company says that at the heart of its promise is the belief that when buses connect people, they’re creating the moments that make life meaningful.
Stagecoach says research has shown that it is already seen as dependable and trustworthy, and that those insights became the foundation for a promise that’s about doing the right thing, while improving value, ease and sustainability across the customer experience.
The company says its new strapline is more than just a set of words and promises that its customers will see improvements to the journey experience over the coming months.
Directed by filmmaker Nate Camponi, Stagecoach says the new campaign celebrates the quiet heroism of buses and the role they play in supporting people through everyday moments, whilst an acoustic reimagining of ‘I’ve Got You Babe’ by Sonny & Cher brings character and warmth to the stories. The creation was tested by System1, a leading marketing decision platform, and scored among the world’s most effective ad campaigns, says Stagecoach.
The company’s Chief Customer Officer Debra Goodwin said: “This campaign is a significant step-change for us and an exciting new direction. It’s more than advertising – it’s about demonstrating what we stand for. ‘We’ve got you’ is a promise to our customers and our commitment to improving our customer experience. It’s the reassurance that Stagecoach is there, day in and day out, making life’s journeys easier, safer, and more connected.”
Head of Brand and Marketing Jaeger Rowland added: “With ‘we’ve got you’, we’re moving beyond functional messaging to something more human. This campaign is about showing up for people in the moments that matter. It’s a bold creative shift, designed to make our customers feel supported, seen and valued
“We set out to create something real – a promise shaped by what matters most to our customers. Grounded in insight and everyday moments, this isn’t a one-off campaign; it marks the beginning of a long-term shift in how we show up. We’re putting people’s needs at the heart of everything we do. The platform is authentic, human and flexible – built to grow with us and stay relevant over time. This is just the start. Improvements to our on-bus experience, app and more are on the way – watch this space.” Stagecoach says it plans to track the impact of the campaign through increases in Net Promoter Score, consideration uplift, and increased digital engagement.
