• by Nina Lentini  @Nina_Lentini, November 23, 2007

Greyhound Lines is targeting a younger demographic with a new campaign called "We're On Our Way" that will air on broadcast and cable and appear in print as well.

Via Sausalito, Calif.-based Butler, Shine, Stern and Partners, the multimillion-dollar TV, print and out-of-home campaign began last week and is the first for the 93-year-old bus company in years. In one spot, an old bus pulls into a terminal and a driver gets off. A pit crew brings in new seats, paints the bus and even changes the driver's uniform.

It will air on MTV, MTV2, BET and "Late Night with Conan O'Brien." Print ads are planned for Rolling Stone, Spin and other magazines, with versions also for online search engines.

The effort is intended to showcase the bus company's three-year, $60 million improvement project for its terminals and buses.

The makeover includes upgrading its 950 buses with new paint and more comfortable seats. The Dallas-based bus line also added plasma screen televisions, new signage and renovated bathrooms at 125 bus terminals across the country.

The company also bought new uniforms for its drivers and employees, and instituted a new training program designed to improve customer service.

The initiative began in 2004, when Greyhound began streamlining routes by eliminating stops in many small cities.