m/SIX Wins Media Business for National Express

m/SIX kicks off 2021 by winning the UK media account for National Express, the UK’s largest operator of scheduled coach services, following a competitive pitch run by Hamilton Associates. 

Taking over from Havas Media, the incumbent for 10 years, m/SIX was chosen for its audience-first thinking and insight-fuelled ‘experiencing is believing’ strategy.

m/SIX will work closely with National Express to deliver on their vision to reconnect people across the country when the time is right, following 12 months of great disruption for the travel industry.

Sean Bailey, NX UK marketing director, said: “We are delighted to announce the appointment of m/SIX who join the business at a challenging time for the travel sector. Our team were hugely impressed with the approach proposed by the m/SIX team and we look forward to restarting our UK business with them.”

m/SIX’s data-driven approach underpins the ‘experiencing is believing’ strategy through harnessing the power of social proof to motivate the audience, making the experience relevant and unique to the individual route, and making it easier to experience National Express by improving the customer conversion journey. The approach will be delivered across all paid media channels and SEO.

Jack Swayne, EMEA CEO at m/SIX, said of the new win: “We are delighted that National Express chose m/SIX as their new media agency. They are a fantastic team and a business with significant ambitions for the next three years – we cannot wait to get started.”

“While it is a very tough time for travel, we collectively believe that when the time is right, there is huge potential for coach travel and building the National Express brand. It will be incredibly exciting to go on this journey together.”