National Express West Midlands launches biggest ever ad campaign
National Express Master Driver Diane Reid filming the bus advert in Birmingham
National Express West Midlands has launched its largest ever advertising campaign.
The bus operator has invested a six-figure sum in its new Better By Bus ads. They hit television, radio, posters, online and social media on 10 July 2017 and are set to reach over a million people in the region.
David Butlin, Head of Marketing at the company, says:
“We’re very excited about this new campaign, which we created with the Solihull marketing company McCann.
“As part of the campaign, we made a TV ad - something we haven’t done for as long as anyone in the business can remember. We filmed it in a day in Aston. Luckily the weather was kind - almost too kind.
“We used one of our top drivers to star in the ad. Erdington Master Driver Diane Reid has been working out of our Perry Barr garage for over a decade. She did a great job filming - not only was it the hottest day of the year, but the production company had rigged up her cab so it was full of lights. She must have been baking, but she was so patient.
“Our Better By Bus message is about the advantages of choosing the bus for your commute to work or school. Getting the bus gives you time to yourself - time to read, time on social media, time to socialise, time to catch up on your favourite podcast.
“National Express buses already take a million people to work, to school, to the shops, to meet friends and get together with family.
“We believe more people will choose the bus in the future, not only because it gives them a better journey, but because they care about air quality and children’s health.
“The UK government says our air quality is a public health emergency. And buses are the answer to poor air quality in the West Midlands.”
Birmingham City Council’s latest research shows that 87% of people think that air quality is a serious issue that needs to be tackled now. And 75% of them think that using public transport is the best way to tackle pollution.