Stagecoach Unveils “We’ve Got You” Campaign to Forge Deeper Emotional Connections Through Real Customer Stories
(IN SHORT) Stagecoach has launched “we’ve got you,” an emotionally driven brand promise marking a major pivot in its marketing. The initiative leverages authentic, insight-led storytelling to showcase real customer experiences that emphasize the importance of reliable bus travel in everyday life. Directed by Nate Camponi and featuring an acoustic cover of “I’ve Got You Babe,” the campaign was validated by System1 as one of the most effective ads globally. Beyond messaging, Stagecoach will roll out service enhancements—starting with a new, more comfortable, and accessible fleet—and track impact via Net Promoter Score, consideration metrics, and digital engagement. This video-first campaign runs across CTV, BVOD, SVOD, YouTube, and owned channels, aiming to turn high brand recognition into deeper customer affinity and measurable commercial gains.
(PRESS RELEASE) PERTH, UK, 2025-Jul-21 — /Travel PR News/ — Stagecoach, the UK’s foremost bus and coach operator, today unveiled “we’ve got you,” a newly conceived brand promise that ushers in a profound shift in its marketing strategy. Moving beyond purely functional messaging, this emotionally charged campaign underscores the vital role buses play in weaving communities together and enabling people to access the people and places they cherish most.
Anchored in insight-driven storytelling, “we’ve got you” brings authentic customer experiences to life through a series of poignant video narratives. By spotlighting genuine moments—from sheltering commuters during downpours to supporting someone en route to an important interview—Stagecoach seeks to reaffirm its reputation for dependability while deepening emotional bonds with both new and existing riders.
Research confirms that Stagecoach is already perceived as trustworthy and reliable, and these findings have informed a promise that goes beyond words. Over the coming months, passengers will encounter tangible service enhancements, beginning with a refreshed fleet designed for superior on-board comfort and improved accessibility.
Helmed by award-winning director Nate Camponi, the campaign is scored with a locally performed, acoustic reinterpretation of Sonny & Cher’s “I’ve Got You Babe,” lending warmth and character to each story. Tested by marketing decision platform System1, the creative ranked among the world’s most effective ad campaigns.
Debra Goodwin, Chief Customer Officer, commented, “This represents a true step-change for us. ‘We’ve got you’ isn’t just an advertising slogan—it’s our pledge to deliver better experiences every day, making travel easier, safer, and more meaningful.”
Jaeger Rowland, Head of Brand and Marketing, added, “We wanted to craft something human and flexible: a platform that resonates with real needs and evolves over time. This campaign is only the beginning—watch for upgrades to our app and on-bus services as we continue to show up for our customers.”
Supported by a video-first media strategy spanning Connected TV, BVOD, SVOD, YouTube, online video, and Stagecoach’s own digital channels, the campaign is engineered not just to reach but to engage and convert awareness into action. Success will be measured through uplifts in Net Promoter Score, consideration, and digital engagement—ensuring that this emotionally led platform also delivers strong commercial returns.
Media contact:
Tom Sommerfelt
tom.sommerfelt@stagecoach.com
SOURCE: Stagecoach Group
