Stagecoach has unveiled a shift in brand strategy with the launch of a new customer-focused advertising campaign, titled ‘we’ve got you’.
The campaign seeks to reposition bus travel as “dependable, human and relevant” in order to appeal to new and existing customers. It showcases the everyday role of buses in helping people navigate life, from “rainy commutes to job interviews and everything in between”, through a series of short films directed by BAFTA-nominated filmmaker Nate Camponi (with stories set to an acoustic rendition of I’ve Got You Babe by Sonny and Cher, performed by a local artist).
According to Stagecoach the creative scored among “the world’s most effective ad campaigns” in testing conducted by marketing analytics firm System1. Through a video-first media strategy, the campaign will be deployed across Connected TV, broadcast and subscription video-on-demand, YouTube, online video and Stagecoach’s own digital channels.
“This campaign is a significant step-change for us and an exciting new direction,” says Debra Goodwin, Chief Customer Officer at Stagecoach. “It’s more than advertising – it’s about demonstrating what we stand for. ‘We’ve got you’ is a promise to our customers and our commitment to improving our customer experience. It’s the reassurance that Stagecoach is there, day in and day out, making life’s journeys easier, safer, and more connected.”
Jaeger Rowland, Head of Brand and Marketing at Stagecoach, adds: “With ‘we’ve got you’, we’re moving beyond functional messaging to something more human. This campaign is about showing up for people in the moments that matter. It’s a bold creative shift, designed to make our customers feel supported, seen and valued.
“We set out to create something real — a promise shaped by what matters most to our customers. Grounded in insight and everyday moments, this isn’t a one-off campaign; it marks the beginning of a long-term shift in how we show up. We’re putting people’s needs at the heart of everything we do. The platform is authentic, human and flexible — built to grow with us and stay relevant over time.
“And this is just the start. Improvements to our on-bus experience, app and more are on the way — watch this space.”
The launch joins recent fleet upgrades intended to enhance comfort and accessibility, as well as a new dark blue livery and the launch of new electric vehicles across the network such as in Stockon-on-Tees and the Midlands.
To measure its impact, Stagecoach will track Net Promoter Score shifts, digital engagement, and customer consideration metrics.
