Spain to discover a new way of travelling Europe: the low-cost intercity bus
Megabus.com, a long distance coach operator that offers bus services from one euro, was arriving to the Spanish market in July 2014, launching its first service Barcelona- Paris- London. The company wanted to have impact in general press, including dailies and TV, in order to generate awareness of their new offer for the Spanish tourists.
Our agency suggested a press event in Barcelona followed by a product demonstration: the goal was to proof a low cost bus can be a reliable and comfortable option. So after the corporate and new service presentation, journalists were picked up by the Megabus.com bus and had a short travel experience in the city. A professional photographer registered all the event, providing us with quality visual materials to share with the media on that same afternoon.
We also arranged exclusive interviews with TV programs and distributed the news to our national database of journalists from all over Spain, performing selective follow ups.
The news were featured in top national media as the dailies El País, El Mundo, ABC or La Vanguardia, and in the regional TV channels as TV3, 8TV and BTV, as well as in travel and leisure blogs. On the week of the launch we got 41 clippings resulting in an OTS of 62,130,199 and 3,309,891 euros in AVE.
Shortly after the press presentation, megabus.com was already launching an additional service to cover the route Barcelona-Paris-London on a daily basis.