Lucky Generals gets keys to National Express revamp

UK coach operator National Express has appointed agency Lucky Generals to continue its repositioning drive in an effort to promote its services as the “savvy” alternative to train and car travel and appeal to people who do not think coach travel is for them.

Previous incumbent One Black Bear launched the strategy last year in a summer campaign led by a 30” TV spot that featured a National Express coach, showing the anticipation and fun of a typical journey, all brought to life by the remixed vocals of Charles Wright’s classic Express Yourself.

However, the company now wants to ramp up its activity on the back of the cost-of-living crisis, which is forcing more and more people to look for affordable and reliable public transport options.

National Express reckons that with more than 40,000 5-star reviews on Trustpilot – combined with its “competitive pricing” – demonstrates how coach travel has become a huge growth market.

It even claims to be a greener alternative as coach travel produces lower greenhouse emissions per passenger than trains and cars and has better reliability than a train network in constant turmoil.

The firm also points out that car insurance is predicted to rise by between 10% and 14% this year (with the costs of petrol and electricity still extremely volatile), and train fares are expected to increase by 8%, a 30-year high.

Lucky Generals scooped the business following a competitive pitch handled by Creativebrief and has been briefed to drive this message home to new consumers and to expand National Express’ appeal beyond its current customer base to a broader range of travellers – getting them out of their cars, off trains and onto coaches.

It is said to have seen off the other agencies involved through to its ability to develop effective brand platforms, its deep understanding of the business’s challenges and opportunities, and the “boundless energy and enthusiasm for its mission that it demonstrated throughout the process”.

National Express customer and marketing director Catherine Woolfe said: “This is an incredibly exciting moment for our business and we have huge ambitions to grow our brand presence as the nation’s favourite coach operator.

“We knew it was crucial that we found an agency partner who shared our passion and hunger to produce defining work that will deliver results, and who will help us to show the nation that there is a smarter way to travel, when it has never been needed more.”

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.”