Coach company Greyhound launches in the UK today with a branding campaign by Start Creative.
The consultancy was appointed by the iconic American brand after a fourway strategic pitch in June.
The Greyhound Has Landed campaign sees the consultancy take an identity, created by Butler, Shine, Stern & Partners, and apply it to a UK strategy.
Beginning with two routes, Greyhound – which has never operated outside the US – will run from London to Southampton and Portsmouth.
According to Trevor Chambers, executive creative director at Start Creative, the brand strategy will reflect the modernity of Greyhound’s UK offer, which will include leather seats and wi-fi access.
‘We needed to move away from the rose-tinted, silversided cruiser image and bring it up to date,’ says Chambers