THE CHALLENGE
Over the past three years, we’ve partnered with megabus to shift brand perception from a budget-friendly option for students to a premium travel choice for all demographics. This campaign was all about boosting travel in the weeks leading up to Christmas, and positioning megabus as the go-to, premium travel option during the festive season.
THE STRATEGY
We tapped into two insights: People travel during the holidays for all kinds of reasons, not just to go home, but these reasons rarely get the spotlight. And 54.5% of Brits dread festive travel. Our strategy was to flip the narrative. Rather than seeing the journey as a burden, we aimed to highlight how it can be a fun and festive part of the Christmas experience!
THE CREATIVE
Against the vocal backdrop of Chris Rea’s ‘Driving Home for Christmas’, we captured the festive journeys of five passengers. From a grandma reading a heartfelt note to friends planning a winter meetup, each scene showcased the joy of holiday travel and highlighted why megabus is the perfect choice for our audience of cross-generational travelers during the festive season.
THE RESULTS
– Megabus tripled bookings in the week before Christmas, driven by targeted video content.
– Post campaign data showed that this campaign helped megabus reach new, hard to reach audiences whilst continuing to build the brand.
