2014

Greyhound Announces Completion of $60 Million Initiative to Improve Fleet, Terminals, Customer Service National 'We're On Our Way' Advertising Campaign Brings Fresh Perspective

to Iconic American Brand



    DALLAS, Nov. 12 /PRNewswire/ -- Greyhound Lines, Inc. today announced
 the completion of its most ambitious update ever: a three-year, $60 million
 initiative to enhance buses, terminals and service from coast-to-coast. The
 final phase of the improvement project coincides with the introduction of
 "We're On Our Way," the first broadcast, print, outdoor and online
 advertising campaign to be launched in support of the new Greyhound brand.
     "For nearly a century, the Greyhound brand has earned its status as an
 American icon," said Patty Herbeck, director of marketing, Greyhound. "The
 completion of improvements to our fleet and operations, along with the
 launch of our new advertising campaign, herald the beginning of a new era
 for our company."
     Greyhound's transformation began in 2004 with the streamlining of
 routes that provided faster service with fewer stops across the country.
 Next, the company addressed its fleet, transforming nearly 950 existing
 vehicles inside and out, with new paint, updated livery and more
 comfortable seats. Greyhound also upgraded 125 facilities with new signage,
 fresh paint, renovated restroom facilities, plasma screen televisions and
 other improvements. Finally, the company designed new uniforms for its
 drivers and employees, and instituted a rigorous new training program that
 improves customer service at every point of contact.
     In March 2007, the company hired San Francisco Bay Area-based Butler,
 Shine, Stern and Partners (BSSP) to develop a multi-million dollar
 advertising campaign in support of the company's brand re-launch efforts.
 In November, Greyhound and BSSP will kick off "We're On Our Way," a fully
 integrated marketing program that reintroduces Greyhound to a new audience.
     "It has been a thrill for us to develop this campaign and to
 participate in the rebirth of this great American company," said Greg
 Stern, chief executive officer, BSSP. "The campaign tag-line 'We're On Our
 Way' is much more than a catchy phrase. It charts a new path for Greyhound
 that reflects the company's deep commitment to redefining the bus travel
 experience for consumers."
     BSSP was tasked with effectively communicating the changes that
 Greyhound has made and making the brand more relevant to customers. The
 primary targets for the campaign are students between the ages of 18 and 24
 and "Greyhound Enthusiasts" -- those living in urban centers 18-34 who are
 open to or enthusiastic about Greyhound. A separate campaign will target
 Hispanic audiences between the ages of 18 and 54.
     The first television advertisement, "Pit Crew," highlights the
 renovations made at the terminals, to the buses, and to the overall brand.
 To illustrate these changes, BSSP hired an actual Formula One pit crew to
 transform a Greyhound bus -- and the driver -- in less than 30 seconds. The
 commercial conveys a sense of humor, light-heartedness, and of course,
 speed. It will debut Nov. 12 on late night TV programs -- Jimmy Kimmel Live
 and Late Night with Conan O'Brien -- and cable channels MTV, MTV2 and BET.
     Print ads will focus on different areas that have been changed,
 including renovated buses, faster routes, and cleaner, more comfortable
 terminals. As music is a high-involvement unifier among all target
 audiences, the ads will appear in popular lifestyle publications Rolling
 Stone, SPIN, XLR8R and Vibe.
     About Greyhound
     Greyhound is the largest North American provider of intercity bus
 transportation, serving more than 2,300 destinations with nearly 13,000
 daily departures across the continent. The company also provides Greyhound
 PackageXpress (GPX), as well as charters and shore services. For fare and
 schedule information and to buy tickets call 1-800-231-2222 or visit the
 Web site at www.greyhound.com.
     About Butler, Shine, Stern & Partners
     BSSP is a full service marketing communications agency based in
 Sausalito, California. The agency provides services in advertising,
 interactive marketing and web development, design and brand consulting. One
 of the largest independent agencies on the West Coast, BSSP is recognized
 for its ability to provide highly creative, fully accountable marketing
 solutions to a broad array of marketers including Epson, MINI Cooper,
 Greyhound, Priceline, LucasArts, Diageo Chateau & Estates, Sun
 Microsystems, The Ritz-Carlton Club and Residences, BabyCenter and
 VeriSign.
 
 

SOURCE Greyhound Lines, Inc.

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