Bus Éireann launch new Expressway campaign “Like the Car. Only Better”

Bus Éireann have launched an innovative new TV and billboard ad campaign for their upcoming sleek new Expressway fleet.

Featuring cinematography, the latest in 3D imagery, a Game of Thrones star, and an A-list Hollywood director, this new campaign is unlike any of its predecessors. The advert hit TV screens recently and showcases Expressway’s new red and silver quality livery.

Directed by Dundalk native and Hollywood heavy hitter John Moore - whose previous credits include Behind Enemy Lines with Gene Hackman, A Good Day to Die Hard with Bruce Willis, and voiced by Michael McElhatton – the Expressway advert has been given the Tinseltown treatment by Strategem iLabs.

Of making the ad, Moore said: "It was a great personal pleasure for me to work on this campaign.  As a young man in the 1980's I travelled regularly with Bus Éireann, so it’s with a real sense of wonder and thrill to see the company evolve into a sleek, modern operation.  I've worked with Tom Kelly [Strategem iLabs creative director] before, so this was like getting the band back together and we had a lot of fun working with Strategem iLabs.”

Expressway Manager Sean Forde said the new campaign “Like the Car. Only Better.” embodied “a bold promise which can be delivered on a number of dimensions.” “Ultimately, it signals a step change in our thinking and with more service enhancements to come, we will continue to persuade more people to leave the car behind, and discover Expressway benefits themselves.”

The commercial Expressway service uses an average of 135 coaches everyday, to service 25 routes.  The company purchased 28 new coaches in 2012 and these will be rebranded in new livery this year, while a further 20 new coaches have already been ordered with an investment of almost €10 million. These new coaches will offer a luxurious interior and on board toilet facilities, along with Wi-Fi, charging sockets and air conditioning.  All of the Expressway fleet are expected to be fully rebranded within 18 months.

These improvements mark the beginnings of a re-positioning for Expressway, which aims to set new standards in customer service.  Promotional fares this year have already proven popular and the company continues to grow passenger numbers and cut travel times.

See the full video of the new TV advertisement below

Monday, 23rd June, 2014