GREYHOUND & BOLTBUS
GREYHOUND/BOLTBUS
AGENCY: BSSP
ROLE: creative lead, acd/writer
MEDIA: print • OOH • digital • interactive • app • CRM
RECOGNITION: Communication Arts • Graphis • Ad Age Hottest Brand Launch
JUMP LINKS:
Greyhound Brand Refresh
Bolt Bus Brand Launch
GREYHOUND
“MAKE EVERY MILE COUNT”
AGENCY: BSSP
ROLE: creative lead/acd/writer
MEDIA: print • digital • web • OOH
RECOGNITION: Graphis, Merit | Transportation | “Resumé” • Graphis, Merit | Transportation | “Couch” • Communications Arts | Exhibit: Poster
“how do you make an 80-year-old brand engaging for a Gen-Zennial audience?”
—
shift the story from “transportation” to “travel”.
“how do you BLOW THE DUST OFF AN american icon?”
—
keep the BRAND engine, give IT A fresh COAT OF PAINT.
Greyhound’s key goals were to improve the overall user experience, make it easier for customers to book travel, and increase overall site conversion and average purchase. Post-launch customer surveys revealed:
More than 78% of customers surveyed agree that booking a ticket was easy
More than 75% agree that information on the website is clear and easy to understand
86% found fares easy to understand
More than 75% said they would return to book again in the future with Greyhound.com
In addition, Greyhound experienced the following in the 30 days after launch:
Significant conversion rate increase over prior year
4% improved time to purchase
Improved SEO
Improvement in both branded and non-branded search position after launch
BOLTBUS
BRAND CREATION & LAUNCH
AGENCY: BSSP
ROLE: creative lead/acd/writer
MEDIA: print • digital • OOH • web
RECOGNITION: AdAge: America’s Hottest Brands
RESULTS: generated an est. $85MM in Year One revenue
PRESS: AdAge
“How do you NAME, BUILD & launch a modern bus brand from scratch?”
—
give riders what they want.
BOLT FOR A BUCK
At least one ticket on every bus route was randomly sold for $1. By gamifying the ticketing process, we rewarded advance purchase & pre-engaged riders’ sense of adventure.
