• by Larissa Faw , August 8, 2016

A new campaign from Greyhound contrasts the company of yesteryear with today's offerings to tell the story of the enhancements Greyhound has made to improve the customer experience. 

Developed by Butler Shine Stern and Partners (BSSP), the new campaign aims to highlight this old versus new Greyhound in a humorous and entertaining manner.

 The “Live Live” ad, for instance, repurposes an 80s-type clip featuring a woman and her grandmother talking on the phone. In this updated version, Greyhound uses a voiceover to have the girl beg her grandma to physically come to her wedding, while grandma thinks she means using technology, such as FaceTime or Periscope. The ad ends with "Times have changed and so have we."

The media buy includes online video, display ads, paid search, out-of-home, mobile, social media and native advertising running through the end of March 2017. The outreach is designed to serve as the company's official re-introduction to both new and former customers.

"Greyhound is not the company consumers may remember, as we've made great strides to modernize and create a better travel experience," stated Kim Plaskett, vice president of marketing, Greyhound Lines. "Our goal with this campaign is to take on the perceptions of our brand by showing we have changed. From the modern look of our buses, to our new, innovative technology, we're creating a more personalized experience for customers that starts from the moment they purchase a ticket to the time they step off the bus at their destination."