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GREYHOUND CREATIVE BRIEFWHAT KEY BUSINESS CHALLENGE DOES THE BRAND FACE?Though intercity bus travel has overall increased the last few years Greyhound is battling a reputation of being unsafe, unclean and unreliable.

WHO ARE WE TRYING TO ENGAGE AND WHAT COMPETES FOR THEIR ATTENTION?Intercity bus travel is especially popular among young people (18-35) that are well educated and digitally connected, and the main competitors for their attention are “curb-side” discout companies like MegaBus. Greyhound needs to differentiate themselves and become the number one choice within the established audience, that most likely has the mandate to inspire other demographics.

WHERE AND WHEN WILL COMMUNICATION HAVE MOST POWER?The communication will have to show how travelling with Greyhound has value despite of lack in comfort and speed. The stories should be inspirational and engaging in tone and have bearing in social- and digital media. Greyhound should be synonymous with discoveries, both in culture and at its destinations.

HOW DOES THE CATEGORY ENGAGE CREATIVELY AND HOW COULD WE CHALLENGE THIS?A Greyhound-bus driving down an open road towards uncharted territory of possi-bilities and second chances is an cultural marker that every American recognises from thousands of songs, movies and books. The Greyhound is a symbol for travelling free and independently, and by telling stories that awakens lust for adventure both while travelling and at the destination Greyhound once again becomes an icon in itself.

WHAT’S THE ROLE FOR COMMUNICATION?To revitalise the Greyhound brand as an enabler culturally in America.

The Greyhound is the warm fiery blood rushing through your veins like a freight train passing an abandoned station at midnight. Experience more at thegreyhound.com

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The Greyhound will always be your first adventure at hand. Your one way ticket and last minute intuition.

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The Greyhound is the uncharted territory on your map and all the nameless city streets you’ve aimlessly wandered.

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The Greyhound is that one decision you never look back at, what carries your feet when you feel like falling.The spark in your eyes when you feel life’s got you cornered.Experience more at thegreyhound.com

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