Greyhound Presentation

1. GREYHOUND CAMPAIGN MAP
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2. GREYHOUND CREATIVE BRIEF
WHAT KEY BUSINESS CHALLENGE DOES THE BRAND FACE?
Though intercity bus travel has overall increased the last few years Greyhound is
battling a reputation of being unsafe, unclean and unreliable.
WHO ARE WE TRYING TO ENGAGE AND WHAT COMPETES FOR THEIR
ATTENTION?
Intercity bus travel is especially popular among young people (18-35) that are well
educated and digitally connected, and the main competitors for their attention are
“curb-side” discout companies like MegaBus. Greyhound needs to differentiate
themselves and become the number one choice within the established audience, that
most likely has the mandate to inspire other demographics.
WHERE AND WHEN WILL COMMUNICATION HAVE MOST POWER?
The communication will have to show how travelling with Greyhound has value
despite of lack in comfort and speed. The stories should be inspirational and
engaging in tone and have bearing in social- and digital media. Greyhound should be
synonymous with discoveries, both in culture and at its destinations.
HOW DOES THE CATEGORY ENGAGE CREATIVELY AND HOW COULD WE
CHALLENGE THIS?
A Greyhound-bus driving down an open road towards uncharted territory of possi-
bilities and second chances is an cultural marker that every American recognises from
thousands of songs, movies and books. The Greyhound is a symbol for travelling free
and independently, and by telling stories that awakens lust for adventure both while
travelling and at the destination Greyhound once again becomes an icon in itself.
WHAT’S THE ROLE FOR COMMUNICATION?
To revitalise the Greyhound brand as an enabler culturally in America.

3. The Greyhound is the warm
fiery blood rushing through
your veins like a freight train
passing an abandoned station
at midnight.
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4. The Greyhound will always be
your first adventure at hand.
Your one way ticket and last
minute intuition.
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5. The Greyhound is the uncharted
territory on your map and all
the nameless city streets you’ve
aimlessly wandered.
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6. The Greyhound is that one
decision you never look back at,
what carries your feet when you
feel like falling.The spark in your
eyes when you feel life’s got you
cornered.
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12. thegreyhound.com
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TICKETS BLOGS COMPETITIONS
SAN FRANCISCO -
LOS ANGELES
$25
#MYTICKET
“The Greyhound will
always be your first
adventure at hand.
Your one way ticket and
last minute intuition.”

13. thegreyhound.com
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TRAVELLING BLOGS
+
Write your own
New years through
a Denver turnpike
JULIA’S BLOG,
Alaskan memories
DANIEL’S BLOG,
Notes from the road

14. thegreyhound.com
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#MYTICKET
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15. Tell us your story from the
road and win one year of
unlimited travelling
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16. GREYHOUND EVENTS
- GREYHOUND + FESTIVALS + SPOTIFY
- COMPETE FOR TICKETS THROUGH SITE
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17. GREYHOUND INSTA
#MYTICKET INSTAGRAM CAMPAIGN
- TRAVELERS STORIES FROM THE ROAD
- COMPETE THROUGH HASHTAG TO WIN TICKETS