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Millennial Opps Update: Greyhound taps first digital agency to continue younger audience focus

Update: In order to transform RightPoint as its first digital AOR. Now that people have so many on-demand travel options at their fingertips, Greyhound is having to reevaluate how it can create meaningful experiences. Roughly 18 million passengers rely on the national coach bus services every year. “We are looking to create meaningful interactions to truly elevate our customers’ experience with Greyhound and needed a partner capable of providing in-house expertise in creative services, user experience, mobile, technology, and strategy,” said digital and e-Commerce lead Kerry Kennedy. Rightpoint will help us to understand each individual experience to better target new customers and improve the journey for our current customers in both digital and physical spaces.”

Since the article below was published, Pathmatics reports that the company's year-to-date (YTD) digital display spend has risen to $51,400 and consisted mostly of ads placed site direct (99%) on destinations including sixflags.com, univision.com, matadornetwork.com, and vice.com.

Agency & martech readers - since, as you're well aware, agency reviews typically follow one another, media and/or creative work may become available soon. While Greyhound's relationship has lasted since 2007, much longer than average agency tenure (3-4 years), the likelihood of companies switching agencies declines after said relationships have outlived 10 years. Creative work, along with media buying and planning, is handled by BSSP.

Below was originally published 6/26:

Dallas-based BSSP, creative agency since 2007, focused on the next generation of bus travelers. Titled "You Don't Have to Go Far to Go Far," the creative shows millennial consumers that some of life's best experiences are just a short ride away while offering low fares, stress-free boarding, a comfortable onboard experience, and a wide variety of scheduling options. "Our goal with this campaign was to challenge the perception that you need to travel faraway or spend a lot of money to have an unforgettable experience. We're excited to introduce riders to the hidden gems around them and showcase the new Greyhound – complete with power outlets, extra legroom, reclining leather seats and guaranteed seating," said senior marketing director Darrin Rowe. The creative will bring Greyhound back to TV for the first time in nearly 20 years, along with online video, radio, digital, outdoor, mobile, social media, and influencer channels.

In June, a collaboration with Matador Network will be released to produce and distribute engaging content, along with a partnership-fueled content series with Vice.

So far this year, Pathmatics reports that Greyhound has spent $37,500 on digital display ads, most of which have been placed site direct (99%) on destinations such as sixflags.com and univision.com. In 2017, the company's total spend dropped to $138,400 from $152,200 the prior year.

Media buying and planning are also handled by BSSP.