Transport provider Stagecoach is aiming to connect with its customers on a more emotional level with a “significant strategic shift” in its marketing approach.

Crafted in collaboration with creative agency Supersonic, ‘We’ve Got You’ will be anchored by a touching 30-second spot that showcases the human stories at heart of Stagecoach journeys.

According to the Scottish firm, the creative is rooted in “insight-driven storytelling” and brought to life through “authentic narratives”, marking a new creative direction to reposition bus travel as “dependable, human and relevant.”

“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,” said Jaeger Rowland, head of brand and marketing at Stagecoach.

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“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.

Backed by a video-first media strategy, the campaign will run across connected TV, broadcast video-on-demand, subscription video-on-demand, YouTube, online video, and Stagecoach’s owned digital channels.

Don McGrath, ECD at Supersonic added:  “‘We’ve got you’ is more than just a new brand positioning, it’s a promise. A promise to do the right thing, and to be there for people.

“This campaign is all about bringing the line and sentiment to life with authentic, simple and relatable human stories. We are celebrating the everyday and the vitally important role that Stagecoach has in it.”