DALLAS (Nov. 12, 2007) – Greyhound Lines, Inc. today announced the completion of its most ambitious update ever: a three-year, $60 million initiative to enhance buses, terminals and service from coast-to-coast. The final phase of the improvement project coincides with the introduction of “We’re On Our Way,” the first broadcast, print, outdoor and online advertising campaign to be launched in support of the new Greyhound brand.
“For nearly a century, the Greyhound brand has earned its status as an American icon,” said Patty Herbeck, director of marketing, Greyhound. “The completion of improvements to our fleet and operations, along with the launch of our new advertising campaign, herald the beginning of a new era for our company.”
Greyhound’s transformation began in 2004 with the streamlining of routes that provided faster service with fewer stops across the country. Next, the company addressed its fleet, transforming nearly 950 existing vehicles inside and out, with new paint, updated livery and more comfortable seats. Greyhound also upgraded 125 facilities with new signage, fresh paint, renovated restroom facilities, plasma screen televisions and other improvements. Finally, the company designed new uniforms for its drivers and employees, and instituted a rigorous new training program that improves customer service at every point of contact.
In March 2007, the company hired San Francisco Bay Area-based Butler, Shine, Stern and Partners (BSSP) to develop a multi-million dollar advertising campaign in support of the company’s brand re-launch efforts. In November, Greyhound and BSSP will kick off “We’re On Our Way,” a fully integrated marketing program that reintroduces Greyhound to a new audience.
“It has been a thrill for us to develop this campaign and to participate in the rebirth of this great American company,” said Greg Stern, chief executive officer, BSSP. “The campaign tag-line ‘We’re On Our Way’ is much more than a catchy phrase. It charts a new path for Greyhound that reflects the company’s deep commitment to redefining the bus travel experience for consumers.”
BSSP was tasked with effectively communicating the changes that Greyhound has made and making the brand more relevant to customers. The primary targets for the campaign are students between the ages of 18 and 24 and “Greyhound Enthusiasts” – those living in urban centers 18-34 who are open to or enthusiastic about Greyhound. A separate campaign will target Hispanic audiences between the ages of 18 and 54.
The first television advertisement, “Pit Crew,” highlights the renovations made at the terminals, to the buses, and to the overall brand. To illustrate these changes, BSSP hired an actual Formula One pit crew to transform a Greyhound bus – and the driver – in less than 30 seconds. The commercial conveys a sense of humor, light-heartedness, and of course, speed. It will debut Nov. 12 on late night TV programs – Jimmy Kimmel Live and Late Night with Conan O’Brien – and cable channels MTV, MTV2 and BET.
Print ads will focus on different areas that have been changed, including renovated buses, faster routes, and cleaner, more comfortable terminals. As music is a high-involvement unifier among all target audiences, the ads will appear in popular lifestyle publications Rolling Stone, SPIN, XLR8R and Vibe.
Greyhound is the largest North American provider of intercity bus transportation, serving more than 2,300 destinations with more than 10,500 daily departures across the continent. The company also provides Greyhound PackageXpress (GPX), as well as charters and shore services. For fare and schedule information and to buy tickets call 1-800-231-2222 or visit the Web site at www.greyhound.com.
About Butler, Shine, Stern & Partners
BSSP is a full service marketing communications agency based in Sausalito, California. The agency provides services in advertising, interactive marketing and web development, design and brand consulting. One of the largest independent agencies on the West Coast, BSSP is recognized for its ability to provide highly creative, fully accountable marketing solutions to a broad array of marketers including Epson, MINI Cooper, Greyhound, Priceline, LucasArts, Diageo Chateau & Estates, Sun Microsystems, The Ritz-Carlton Club and Residences, BabyCenter and VeriSign.
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