Sausalito, CA, July 1, 2014 -- Just in time for the summer movie season comes a totally unexpected cinematic preview: “Tour in Style,” a 60-second film for Greyhound and created by BSSP that tells a story about what happens when heavy metal rock band “MüttonGüt” finds its tour bus has been replaced with a new Greyhound bus complete with passengers.
As the band settles into its new ride, they quickly make friends with the passengers and revel in the modern service and amenities. The heavily made-up drummer teaches his teenaged seatmate how to get that “smoldering effect” when applying eye liner. The band’s lead singer gets a “Look me up in Dallas” message from an adoring fan in the back of the bus, and in no time the band manager books tickets on Greyhound’s mobile site via his smart phone for a Dallas tour stop.
“When we can communicate a product benefit in a relevant and rewarding way for the consumer, we’ve succeeded,” said Creative Director Steve Mapp. “Who better to experience the expanded service and onboard amenities of Greyhound than a hard-working, continually touring metal band, like MüttonGüt?” He added, “Besides, they’re really big in Japan.”
The new cinema ad will air nationally beginning July 4 and continue during peak blockbuster periods that align with heavy travel seasons. A cinema poster touting the service and band will also run in over 90 theaters in top Greyhound markets starting in October. The integrated program also includes online video and banner advertising.
“This film literally takes the viewer for an unexpected ride on a Greyhound bus,” said Kim Plaskett, vice president of marketing, Greyhound Lines, Inc. “We use cinema as a media platform because it enables us to include a lot of detail in very little time about how the Greyhound experience has really transformed. We have fares starting as low $1 that you can book on a mobile device, free Wi-Fi, power outlets, extra legroom, reclining leather seats and even an on-board entertainment system with movies, music and more.”
“Our goal with this film was to tell a story through the characters of the band and make them engaging and interesting,” explained the Director of the spot Erich Joiner. “The cinematic feel of the film was enhanced by Oscar-winning Director of Photography, Bob Richardson, who has won awards for his work with Quentin Tarantino and others as well as his documentaries on the Rolling Stones.”
A 30-second version of the film will air online on such channels as ESPN, YouTube, Xbox, Vevo and Hulu. Additionally, Greyhound is sponsoring Vevo's "Follow the Flow" music-themed webseries showcasing the search for unsigned hip-hop artists. Musicians have the opportunity to be discovered by DJ Envy who will ultimately produce their first professional music video. Program sponsorship launches July 7th through the video network. In making the film, the agency also shot a music video with the band. Stay tuned for details on its release. In the meantime, the film can be seen on Greyhound’s YouTube channel, www.youtube.com/gogreyhound.
BSSP is a full-service marketing communications agency based in Sausalito, CA, providing services in advertising, online marketing, web development, data analytics, integrated communications planning, brand identity, design and strategic brand consulting. BSSP is one of the largest independent agencies on the West Coast and is known for providing highly creative, fully accountable marketing solutions to a broad array of marketers including Priceline, US Bank, MINI Cooper, El Pollo Loco, Redfin and others. Adweek named BSSP “Best Small Agency of the Decade.” Outside magazine named BSSP "One of the Top 50 Places to Work in America" in 2011, 2012 and 2013 and Forbes.com named BSSP "One of the Top 10 Agencies in the Country."
Greyhound is the largest North American provider of intercity bus transportation, serving more than 3,800 destinations across the continent. The company also provides Greyhound Package Express (GPX) and charter services. For fare and schedule information and to buy tickets call 1-800-231-2222 or visit the website at www.greyhound.com. For the latest news and travel deals, follow GreyhoundBus on Twitter at www.twitter.com/GreyhoundBus, Like them on Facebook at www.facebook.com/GreyhoundBus, follow GreyhoundLines on Instagram at www.instagram.com/greyhoundlines or follow their award winning blog, The Hound, at http://www.bloggreyhound.com.