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Coach Operator Launches Aggressive Campaign

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By The Drum Team, Editorial

August 1, 2003 | 1 min read

Coach operator National Express is to launch an aggressive, £600,000-plus advertising campaign this month in an attempt to promote its new \'Best Value Fare\' pricing structure. The firm\'s fares are based on the techniques used by low-cost airlines - offering single journeys from seven departure points to London and using the e-Ticket technology that the coach company launched in 2001.

The creative, which has been produced by Mad Avenue is heavily branded to reinforce the company\'s new corporate identity that was launched in March this year. Piper Media is charged with buying the media, which includes, national and regional press, adshells and regional radio stations.

Commenting on the campaign, Sarah Horton, National Express\' head of marketing said, \"The price led advertising is a much more aggressive stance for us to take in the market place. We have always had a very competitive pricing structure compared to trains but have sometimes been a little reluctant to shout about it. As with this campaign, our future advertising will be strongly branded and will communicate, quite simply, the value of National Express.\"

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