In the know hub

Hello and welcome to our brand platform hub. Here you’ll find out more about the new platform for our people and our customers - to make National Express famous for being the smart way to travel across the nation.

Get ready for an exciting summer and beyond with the launch of our major campaign, if you know, you go National Express, highlighting our commitment to savvy, efficient travel all year round.

Our campaign aims to

Shift perceptions of coach travel: Encourage people to see coach travel as a convenient and smart choice.
Grow our market: Drive a modal shift by encouraging travellers to ‘switch and ditch’ from cars and trains to National Express coaches.
Increase frequency of travel: Encourage our existing customers to travel more frequently with us.
Boost revenue and profitability: Ultimately, these efforts aim to enhance our financial performance.

We’re now live across multiple channels

We’re back on TV and broadcast video on demand, keep your eyes peeled in shows like Love Island, Election 2024 and Celebrity Gogglebox.

Cinema, yes that’s right. A first for National Express, our two adverts will feature across films including Inside Out 2 and Bad Boys: Ride or Die.

You’ll hear us on digital audio platforms including Spotify.

We’re on outdoor posters in 14 key regions including Birmingham, Manchester, Liverpool, Newcastle, Sheffield and Southampton to name a few, supporting routes with fare messaging.

Across social media platforms including Instagram, Facebook and TikTok.

Digital display advertising to nudge people who have visited our site and made a journey search to buy a ticket.

We’re also working with influencers, who will be showcasing why we really are the savvy choice this summer when travelling across the UK, encouraging people to switch from cars and ditch the train.

And of course, across all of our own customer touchpoints including our website, vehicles, retail environments, emails and even our customer service responses.

A new look and feel to represent If you know, you go National Express

Across our various channels there’s a new look and feel to show our customers and prospects that we’re the smart way to go.

As well as two new TV adverts, we will be featuring on the Radio too.

Let us know which advert is your favourite - We're eager to hear what you think so please share your thoughts with us at marketing@nationalexpress.com.

And not only that, our iconic coach will also feature as the canvas to hold our savvy messaging.

You'll also see these key messages across paid and owned media channels including outdoor billboards, social media, digital display adverts, our app and website, and retail posters.

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.