National Express expands One Black Bear brief to include Eurolines
National Express has appointed One Black Bear as the creative lead on its Eurolines coach business, which serves more than 450 locations cities across continental Europe.
The agency has been tasked with devising a completely new creative platform as part of a programme of campaign activity planned throughout the year. The creative approach centres around the ever-expanding popularity of ‘destination review culture’ and will feature humorous/ridiculous reviews of Eurolines destinations – all countered by what travellers can actually expect once aboard.
Sean Bailey, marketing director of National Express, commented: "I am looking forward to integrating the Eurolines offer more closely with the wealth of experience and knowledge that we have from our UK business and consolidating that with One Black Bear seems an obvious vote."
Richard Elwell, creative partner of One Black Bear, added: "Eurolines is a brand we're really looking forward to developing creatively given the advantages it offers over and above air travel - and not just the low cost of a ticket. We aim to position the brand as a genuine, relevant alternative when traveling to Europe and most importantly, instilling some fun into the campaign."
One Black Bear had previously worked with National Express Group companies including National Express Coach and UK Bus.
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