SHOW-STOPPING CONTENT

THE HEAD SCRATCHER

megabus had some great new service improvements to communicate to its heartland audience of students and 24-35 year olds. The thing is, more legroom, charging points and seat reservations weren’t going to create an emotional connection, online buzz or a media splash.

THE IDEA

We needed to create an emotive news vehicle which, Trojan Horse-like, would allow us to deliver more rational customer benefits. Our audience insight was that young people were desperate to get out and about, despite the cost of living crisis and travel strikes. And, because of recent restrictions, TV box set binges were the norm. So we positioned megabus as a brand that understood their aspirations (freedom, travel) as well as their recent reality (telly) via media research which revealed the rising interest in UK days out and holidays inspired by hit TV shows and films.

To create even more relevancy and shareability, our series of downloadable megabus travel guides showcased the best places to visit for a silver screen fix in Birmingham, Bristol, Edinburgh, London and Manchester. And we teamed up with film and TV celebrity Alex Zane to seed online content of his visit to the nation’s favourite TV tourist destinations, from Paton Street in Manchester (It’s a Sin), to Carnaby Street in London (I May Destroy You).  

THE RESULT

• 27 pieces of coverage with a total reach of 196 million, including 9 national newspapers

• 100% of coverage included a quote and brand mention