There are plenty of reasons why travelling with National Express is a more convenient and better value travel option. In the UK’s leading coach operators' new brand platform, agency Lucky Generals helps to outline some of these reasons, while giving a nod to the National Express customers already ‘in the know’.

‘If you know, you go National Express’ is the first campaign from Lucky Generals for the brand since winning the work in a pitch process led by Creativebrief. The new brand platform is designed to encourage a modal shift and drive people to make smarter, greener and better value choices when looking at means of transport.

From a guaranteed seat, plenty of legroom, frequent services, lower carbon emissions, more money saved and letting someone else take the wheel while travellers can start their days-out early, the new campaign outlines the multitude of reasons why National Express is the most convenient method for travellers.

The platform is launching with two 30-second films that showcase these key features of difference while taking on a comedic approach, gently poking fun at the travellers who aren’t as in the know.

The first film follows a family, who begins their holiday as soon as they set foot on the coach. Their choice allows them ease and relaxation, but also the knowledge and insight to avoid the gaze of a harmful ancient museum exhibit that a non-National Express traveller doesn’t have. The second spot follows Ash and Kate who know that airport parking isn’t the most stress-free start to a holiday. Instead, the pair make use of a National Express coach to kick their trip off with ease, while they look on at misfortunate car drivers stranded freezing cold and miles away from the airport. Both spots end with the new line: if you know, you go National Express.

The out-of-home, digital, and social part of the campaign also serves to help travellers feel more in the know, with creative that makes use of National Express branding using the iconic white, blue and red coach sides. The recognisable coach branding acts as a backdrop for messaging such as “You don’t have to stand for this. Unlike the train, a ticket guarantees a seat” and “Easy to your jet. Airport services right to the terminal door.”

Beyond advertising, the brand platform will run across the entire business at multiple different touch points, such as in headrest copy on the coach that reads “Someone in the know has reserved this seat”. Elsewhere drivers will be encouraged to share their top insider tips at the end destination and revamps of the customer email programme and coach station media will all embrace the ‘in the know’ ethos.

“There are already millions of savvy travellers who know how great coach travel is with National Express, but there are many, many more who are realising that other modes of public transport are not what they are cracked up to be and are looking for a reliable, economical, sustainable and relaxing way to travel – and we want them to know that National Express is the smart way to go.” says Catherine Woolfe, Customer and Marketing Director at National Express.

She continues: “We love Lucky Generals’ brand platform because it is grounded in a strong and simple strategic thought that can translate across our entire business, from rethinking our web journey to changing the tone of voice used in our contact centre and how our drivers interact with our customers.”

Celebrating those ‘in the know’ and bringing more people into the National Express secrets, the new brand platform allows the coach provider to build its audience, while helping its consumers make those all-important, money-saving, greener choices and start their travels with ease and convenience.