Need to travel but don't, or can't, get to a car or a plane. A long-time brand, Greyhound, might get involved. Timing is everything because long-distance bus people make last minute decisions -- three days before they go. So make the media work to those dimensions -- and change preconceive old notions about the brand. The return on investment goal was to hit $17 in ticket sales for every media dollar spent. The result got to $28.79 in revenue instead.