Impero and National Express Launch ‘You’re Bussing It’ Campaign for National Express West Midlands

Independent creative agency, Impero, announces the launch of its latest campaign for National Express West Midlands. The campaign covers the West Midlands and went live across VOD, OOH, digital and social channels plus local radio stations.

Impero was briefed to create a campaign to change the perception of bus travel, making people feel proud of choosing to travel by bus because it is the smarter, savvier choice.

The content created features real people from across the West Midlands and demonstrates that with every bus trip you take, there’s a reason to feel smug; travelling on somebody else’s fuel, zero worries about parking and cheap tickets. This is all about celebrating that feeling - the feeling that ‘You’re Bussing It’.

Catherine Woolfe, UK marketing director for National Express comments, “Our latest campaign - 'You're Bussing It' - reminds our new and existing customers that bus travel remains excellent value and is the smarter, savvier choice this summer.

“We recently extended our £2 adult single ticket offer until the end of October so if customers do just two journeys a day and pay by contactless, their fare will be capped at £4, making sure they never overpay.

“We’re on our customers’ side and continue to work hard to provide great value bus travel on our comprehensive network, making it even easier for customers to ditch the car and switch to the bus.” 

Alastair Mills, executive creative director of Impero adds, “We had such fun creating this campaign. There’s an honesty, warmth and authenticity about it that puts a smile on your face. And we think it’s only a matter of time before people will be saying “You’re Bussing it” all over the West Midlands. We think the mixture of real people, illustration and compelling reasons will help engage a whole new generation of bus travellers.”