Lucky Generals has won the National Express account following a creative review by the coach firm.
National Express chose the agency because of its ability to develop “famous and effective brand platforms” and its “deep understanding of the businesses challenges and opportunities”.
The agency picked up the business following a strategic led pitching process handled by CreativeBrief, the incumbent was One Black Bear.
The agency will help to showcase how coach travel produces lower greenhouse emissions per passenger than trains and cars, and how it can offer an affordable and cost-effective form of transport in the midst of the cost-of-living crisis.
It will be briefed with driving this message home to new travellers and widening the brief beyond its traditional customer base.
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Lucky Generals managing director Vickie Ridley added: “We can’t wait to start our journey with National Express. It’s a true British icon and one that demonstrates real value for money and a first-class experience, as well as being one of the most sustainable methods of transport available”.
Creative Brief CEO Charlie Carpenter added: “The business feels like one on a mission to challenge long-held perceptions in the world of travel and given Lucky General’s proposition of being a ‘creative company for people on mission’ we’re excited to watch this partnership unfold”.
A campaign from the incumbent One Black Bear and mSix&Partners looked to spotlight the coach service as a modern and reliable way to travel.
