When Greyhound launched its new Boltbus service, the company wanted to challenge all the prevailing stereotypes about bus travel in the competitive Northeastern market.
To do this, the company launched an effort touting its new premium bus service to the region's mobile consumers, including some who are not considered traditional bus travelers. Yet, the outreach and messaging focused on bringing mystique to bus travel, and making it hip. Greyhound turned to its AOR Edelman to help bring Boltbus' name to ...