Powered by Lucky Generals, National Express urges people to make the smarter, greener, and greater value of choice. National Express’ 360-degree campaign ‘If you know, you go National Express’ is helping people become savvy travelers.
The campaign, featuring social, dynamic audio, OOH, digital OOH, online and cinema advertising, highlights the brand’s key features with a humorous take on those who didn’t take a National Express coach. The first ad film features a family relaxing on a National Express coach journey. It spotlights the better way to travel for a non-National Express traveler. The second film shows relaxed National Express customers in airport parking and two car drivers freezing in an icy wasteland stranded miles from the airport.
Catherine Woolfe, Customer and Marketing Director at National Express, said millions of savvy travelers already know how great coach travel is with National Express. “But there are many, many more who are realizing that other modes of public transport are not what they are cracked up to be and are looking for a reliable, economical, sustainable and relaxing way to travel, and we want them to know that National Express is the smart way to go.”
Woolfe said Lucky Generals’ brand platform is grounded in a strong and simple strategic thought that can translate across their business – from rethinking their web journey to changing the tone of voice used in their contact center, and how drivers interact with customers. “The team at Lucky Generals gets what’s important about our Brand, they are brilliant people to work with, trusted partners, who have quickly, developed an innate understanding of their business.”
Nick Bird and Lee Smith, Lucky Generals’ Creative Directors, said it’s the right time to show people a savvier way to travel with National Express, which is a national icon that’s been quietly doing its thing for years. “It’s time for us to help them make a bit of well-deserved noise.”
David Mannall, Lucky Generals Client Partner, said people don’t realize what they are missing out on with National Express. “With Wi-Fi and reclining seats, USB charging points and guaranteed seats, it’s not an experience that’s anything like school coach trips or rail replacement services as the existing loyal customer base know very well. Olivia Bush, Client Lead at T&P, said they are looking forward to showcasing the many benefits of coach travel from those who know across a multi-channel media campaign.
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