National Express Coaches aims to persuade students to take advantage of its cheap fares by rolling out an integrated campaign through Hooper Galton.
The agency has created press, poster and leaflet executions, as well as t-shirts, beer mats and ambient advertising, to target students during the first weeks of the new university term.
The work uses the slogan “Free range students wanted” alongside illustrated characters and humorous lines including: “He missed his toilet at home, so went home and got it”.
The campaign aims to drive uptake of National Express’s Young Person’s Coach Card, which offers up to 30% off fares.
Hooper Galton managing partner Oliver Lewis-Barclay, says: “Students are an important market and they can be a difficult group to address. The early part of college life is when their thoughts often turn to travelling home or exploring their new region.”