DALLAS (Oct. 18, 2004) – Greyhound Lines, Inc. has launched its new advertising campaign in the Northwest region of the United States. The creative, developed by The Richards Group, features the message: “New faster service. Stop less. Go more.”
“Greyhound has changed the travel experience in the Northwest by providing faster service, fewer stops and improved on-time performance,” said Toby Purdy, senior vice president of marketing, Greyhound Lines, Inc. “We needed a campaign that could easily express this initiative. This is the first level of improvement that customers will see as changes are being made to better serve our customers. And as we make more network changes over the next two to three years, advertising will follow to share the great news with our customers.”
The campaign launched first in the Northwest, where the company’s network transformation has been applied already. Campaign elements include alternative print, urban radio, outdoor and college campus efforts in the Chicago, Milwaukee, Portland, Ore., and Seattle markets. In print and outdoor, each execution focuses on a city pair route. The names of the departure city and the arrival destination are clear and easy to read, while the names of the stops between the cities are blurred, giving a visual representation of the new service between city pairs. The ads bring a straightforward message: “New faster service. Stop less. Go more.”
“The ads make a simple idea more interesting,” said Stan Richards, principal at The Richards Group. “The visual solution expresses not only Greyhound Lines’ faster service, but also the vigor and excitement of the entire network transformation.”
Greyhound and The Richards Group plan to launch the campaign in more markets as the network transformation expands across the country.
Greyhound is the largest North American provider of intercity bus transportation, serving more than 3,300 destinations with 18,000 daily departures across the continent. The company also provides Greyhound PackageXpress (GPX), as well as Greyhound Travel Services including vacation packages, charters, sightseeing and shore services. For more information, please call 1-800-231-2222 or visit www.greyhound.com.
About The Richards Group
The Richards Group, located in Dallas, is one of the largest independent branding agencies in the nation. In addition to Greyhound Lines, Inc., agency clients include the standard-setting brands of The Home Depot, Chick-fil-A, Hyundai, Red Lobster, Motel 6 and Fruit of the Loom. The Richards Group can be found at www.richards.com.