Whether it’s in Jacksonville, Fla., or Raleigh, N.C., a new ad campaign by Greyhound wants customers to know adventure is only a short trip away.
In its first television appearance in 20 years, Greyhound is going all out, releasing spots across 17 primary markets highlighting cities that are not the largest, but nonetheless “unique, interesting and close by,” said Darrin Rowe, senior director of marketing at Greyhound.
“Our ultimate goal is to challenge the perception that you have to travel far or spend a lot of money,” he said.
The travel brand’s campaign, “You Don’t Have to Go Far to Go Far,” in partnership with agency BSSP, is especially aimed at 18- to 34-year-olds, including young professionals and recent college grads, with an eye toward “social explorers,” Rowe said, meaning those who like to travel and are highly active on social media. The campaign is also meant to shed light on the company’s service upgrades and new amenities.
In addition to the TV spots, the campaign will extend to online video, digital radio, display, out-of-home, mobile, social media, native advertising and influencer content publishers. Greyhound is also partnering with Vice to send comedy duo the Lucas Brothers on a road trip that will have a fun documentary-style feel, said Rowe.
“The series will highlight local food, art and culture in the Carolinas through a comedic lens,” said Rowe. “It will showcase what’s unique about these destinations.”