Greyhound is awarding digital AOR responsibilities to Rightpoint following a formal review.
The Chicago-based agency's remit includes the full scope of digital services across web and mobile channels, specifically aimed at "elevating" the Greyhound digital experience throughout the entire travel process, including in-terminal and on-bus experiences, and post-trip loyalty programs.
Last year, for instance, Greyhound began allowing riders to board using e-tickets via their mobile phones.
"Rightpoint will help us to understand each individual experience to better target new customers and improve the journey for our current customers in both digital and physical spaces," says Kerry Kennedy, Digital and Ecommerce Lead of Greyhound.
There are more than 18 million passengers that rely on the national coach bus services each year.
Greyhound has been attempting to revitalize its image to entice new travelers. In June, Greyhound and creative shop BSSP introduced a new campaign that returned the company to TV for the first time in 20 years.