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.
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
SOURCE Greyhound Lines, Inc.