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Bolt Bus

We partnered with Greyhound to develop a new bus brand to help battle increased competition from curbside carriers, especially in the Northeast.

Situation

Value-priced curbside-carriers and their biggest competitor, Megabus, began stealing share from Greyhound. Megabus in particular posed a substantial competitive threat, given they had grown bus ridership in other markets with $1 seats and yield-management pricing. And they were about to enter the Northeastern market.

Our challenge was to launch a new curbside-carrier service that would allow Greyhound to strategically grow their business in the Northeast and expand in the growing intercity bus category.

We needed to attract new consumer groups that would typically fly, drive or take the train between New York, Boston, D.C. and Philadelphia.

Solution

We worked with Greyhound to develop an entirely new brand from scratch, BoltBus.  We developed the brand in its entirety—the name, the design of the actual bus, the overall corporate identity, the drivers’ uniforms, the company web site and even the application and interview process for the drivers hired.

Results

Just two months after launch, BoltBus broke even and went on to be named by Ad Age as one of the “Hottest 50 Brands.” Since launch, BoltBus has expanded to additional markets in the West Coast and Pacific Northwest, with service now in 22 cities and rider research revealed that 85% of riders would recommend BoltBus to a friend

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