The Challenge
National Express wanted to get more bums on seats. People had forgotten how easy and relaxing it is to jump on a train or coach and go somewhere for the day. They also didn't know how many destinations National Express travelled to.

The solution
My idea was to create a National Day Out where anyone could travel free to over 800 destinations in the UK. Press, banners and OOH drew attention to the campaign, getting people to book their seats. Those who did were invited to subscribe to GO NATIONAL, an eNewsletter giving them the latest deals and news about NATIONAL Treasures and NATIONAL Attractions around the UK.