National Express is celebrating what people look forward to while travelling - Grandma’s biscuit tin, a banter filled weekend, or a day in the sun – in its latest campaign.
This is the first campaign for the brand created by Isobel, which was appointed to the account following a four-way pitch, and looks to articulate the real emotive reasons behind why people travel.
Jamie Williams, partner at Isobel, said: “Coach travel has a romance that’s been forgotten. Everyone has a story on a coach, and we wanted to focus on these individual stories, the real reasons that people travel for.”
Commenting on the ‘Moments’ campaign Sue Gee, head of campaigns and advertising at National Express, added: “We are truly excited about this new creative approach. It’s big, bold and different. And we believe it will help engage a whole new generation of coach travellers. Around 18 million journeys are made on our coaches every year and this campaign offers a unique window into some of the different reasons why people travel in a warm and engaging way.”
National Express will follow this print and digital work with a new TV campaign, set to launch in mid-June.