In promoting the Greyhound and Peter Pan partnership, the Uncommon Transport microsite design was only part of the story. Driving traffic to that site was a combination 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 high-tech buses of Greyhound and Peter Pan definitely defied the typical gloomy perception of bus travel. HCK2 designed a dynamic campaign using multiple media platforms to gain visibility and influence of a large target audience.
Uncommon Transport became the theme of a campaign, which was designed to intrigue and inform potential passengers, driving them to the new supporting microsite. Combining the Greyhound and Peter Pan brands with energetic and untraditional designs, HCK2 was successful in visually representing the partnership of these two bus lines without a superfluous explanation. In addition, a carefully strategized mixture of online, outdoor advertising and an integrated social media campaign ensured high-visibility in the Northeast market. In a matter of weeks, not only did sales increase drastically as a result of traffic driven to the new site, but the campaign was covered in the national media, including theWashington Post and Seattle Times – results that exceeded both Greyhound and Peter Pan’s expectations.