Client: Greyhound (Dallas)
PR team: Edelman (San Francisco)
Campaign: New bus launch
Duration:Nov. 2008-April 2009
Budget: $75,000
When Edelman and Greyhound were tasked with launching a new bus line, the firm wasn't told a date, bus schedule, or if advertising would be involved. The team crafted a nimble effort, and got more strategic when it learned the line would be launched in Canada, a region that had recently confronted a gruesome bus tragedy.
Strategy
“We had to manage customer expectations because [the ...