The document discusses the marketing strategies used by Megabus.com to reinvent budget bus travel. It describes setting up an online booking system with discount pricing, comfortable buses, and customer amenities. The initial marketing involved PR firms, print and digital ads, and a press launch in Chicago. Ongoing efforts include public relations, customer research, promotions, and using a mascot. Web marketing focuses on search engine optimization, emails, banners, affiliates, and social media. Videos were created for TV, networks, and safety. The overall goal is providing affordable bus service to keep people connected.

1. Megabus.com
Reinventing Budget Bus Travel,
The Birth Of A Brand
Presented to
Atlanta Chapter NDTA
February 7, 2013
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2. Setting the Stage
 User friendly website
 Discount pricing model
 Online booking process
 State of the art, environmentally-friendly,
comfortable buses, professional drivers,
frequent service between key markets
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3. Setting the Stage (continued)
 Customer friendly services (free wi-fi,
power outlets, etc.)
 Attractive, highly visible bus graphics
 UK parent support
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4. Initial Marketing Strategy
 Selection of PR & Media Buying Companies
 Targeted print ad campaigns
 Email blasts, direct mail, transit, college
campus advertising, highway and in-city bus
graphics, website banner ads and search
engine marketing
 April Chicago Navy Pier service & press launch
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5. Initial Strategy (continued)

6. Ongoing Marketing Activities
 Public Relations
 Customer Research
 Word of mouth
 New hub & free customer service
introductions/press events
 On campus & football tailgate promotions
 Megabus.com mascot, Chuck
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7. Ongoing Marketing Activities (continued)

8. Web Marketing Initiatives
 Search Engine Optimization
 Email Blasts
 Web Banner Advertising
 Affiliate Marketing
 Social Media
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9. Behavioral Web Marketing
 megabus.com web banners appear on a
wide array of travel, sports and
entertainment related websites visited by
consumers who have not yet visited
megabus.com

11. Social Media
 Facebook
 Twitter
 Tumblr
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12. Megabus.com 30 Second
Commercial
Commercial

13. Megabus.com TV Show Feature
TV Show Feature

14. megabus.com Network

15. “The Megabus Effect”

16. Megabus.com Safety Video
Safety Video
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17. The expense of travelling shouldn't
keep you from the things you love.
Stay connected.
megabus.com
Safe, Convenient, Affordable
21st Century Daily Express Bus Service