Greyhound & Peter Pan
Media Planning & Advertising Creative Case Study
Online Banner Advertisement
We only advertised in New England... but word spread a little further than that. Shortly after launch, we got the attention of the Seattle Times. And the Washington Post. And, apparently, passengers who took notice of our message and boarded buses in droves.
In promoting the Greyhound and Peter Pan partnership, the Uncommon Transport website was only part of the story. Driving traffic to that site was a blitz of creative advertising designed to change the perception of modern bus travel.
With amenities such as WiFi, outlets, legroom, plush seating and seatbelts, the new buses of Greyhound and Peter Pan are marvels. But the perception of bus travel, sadly, is typically only a few steps above sweating one’s way through Argentina next to a crate of chickens. HCK2 determined that even beyond shiny new buses, it was the pleasant experience – reliable schedules, easy ticketing, friendly drivers – that could and should draw passengers in.
Uncommon Transport became the theme of a campaign designed to intrigue and inform potential passengers and drive them to the new supporting microsite. Energetic, bright, untraditional designs complemented a mixture of Greyhound and Peter Pan branding, visually tying the lines together and answering questions about a partnership between the two companies before it was even asked. A carefully strategized mixture of online and outdoor advertising ensured high visibility of the messages.
Successful? You bet. In a matter of weeks, not only did sales increase drastically as a result of traffic driven to the new site, the now high-visibility campaign was covered–unpitched–in the national media, including the Washington Post and Seattle Times.