THE GRAND REUNION
THE HEAD SCRATCHER
Tin Man was tasked with changing perceptions of the Megabus brand, building their image as a quality coach company. As the country began to open up after lockdown, we were also challenged to emotionally engage a new audience of over 55s.
THE IDEA
Coronavirus has meant the over 55s audience has travelled even less than others and has lost precious time with friends and family. So we created The Grand Reunion - an exclusive ticket for selected grandparents to visit their grandchildren for free for a year. We launched the ticket by reuniting ‘Nanny Lou’ and ‘Big Grandad’ with their grandchildren Archie and Ava. We shot a heart-warming film showing Nanny Lou and Big Grandad’s journey to see the pair, and the moment they were finally together again.
THE RESULTS
60+ pieces of coverage including 5 nationals and 14 broadcast hits in key locations across the Megabus network.
19,659 website sessions – site traffic was up 28% on launch day
Almost 10,000 grandparent competition entrants hoping to win free travel to their grandkids
1.25m impressions across YouTube, Facebook and Instagram
Majority of click throughs were from people aged 45+, showing it was effective in engaging our target audience
Agreement with the statement that Megabus is a ‘good travel option for over 55s’ increased from 8% to 57% in the pre- and post-campaign research
The campaign research also showed the Likelihood of booking Megabus travel increased from 34% to 48%
FROM THE HEART
“Tin Man did brilliantly in targeting a new audience for us, one that we’d wanted to reach for a long time. The Grand Reunion was insight led, timely and heart-warming. The assets we created, including a hero film with social cut downs, caught the attention of the media, worked well in our paid media strategy and changed perceptions of the Megabus brand. We couldn’t be happier with the results.” Tony Simmons, Operations Director, Megabus