In the know hub

As we leap into 2025, feeling energised and inspired for the year ahead, we’re reflecting on the incredible journey that brought If You Know, You Go to life just last year. This innovative platform marked a turning point, redefining how we connect with our customers and shifting perceptions of coach travel.

Alongside our creative agency, Lucky Generals, we’ve created a short reel showcasing the journey behind our brand platform - how it was developed and integrated across various channels to ensure our fresh tone of voice truly resonates with customers at every touchpoint.

Our mission continues in 2025 to become the UK’s leading public transport provider and shine brighter than our competitors. If You Know, You Go isn’t just a tagline - it’s the heartbeat of our strategy, and our distinctive voice will play a pivotal role in achieving this vision.

Get ready to see our savvy messaging come to life in fresh and exciting ways this year. And the best part? You can still be part of the journey—get involved below!

A tone of voice that makes us everyone’s favourite savvy neighbour

The smart way to go is about tapping into the savvy mindset that defines our business and our audiences. This new brand personality and tone of voice is all about giving us something to stand for and a way to get customers to think about us differently. So who are we?

EVERYONE'S FAVOURITE

We get along with all sorts and never make anyone feel unwelcome.

We love a laugh but we don’t make really obscure jokes or put people down.

We’ve got a twinkle in our eye and can tell a good story, without droning on or showing off.

Basically, you could take us home to meet your nan or your mates (if we weren’t taking you already).

SAVVY

We’re not just a smiley face though.

Our sleeves are rolled up and we’re always looking for smart ways to make things a little better.

We like to share tips, take away hassles… and maybe even give you a nice surprise now and again.

We’re smart and reliable, but not robots after all.

NEIGHBOUR

Although we’re a big, national company, we don’t talk like one.

Mind you, we don’t try to be your best friend either.

Or act like we know everything about you (that’s creepy).

Instead, we talk like we’re from your town, know your area and are on your level.

We’re part of the community, not just passing through.

Top tips from our people in the know

It’s our people, drivers, customer service teams, engineers, in fact, anyone that works within the business, that play a key role in bringing this to life for our customers. There’s no substitute for local knowledge and that’s where you come in…. in the know is a collection of top tips, travel and destination recommendations from people in the know - you.

Many of you have got involved already with bringing the new brand platform to life via in the know and we’d like to continually build on this collection of savvy travel tips for our customers, so if you think of more tips to share, then please fill out the form below or email intheknow@nationalexpress.com.

Driving Forward:
The journey of If You Know, You Go continues