Bus and coach operator Stagecoach has appointed McCann Birmingham as its new strategic PR agency at the conclusion of a competitive pitch process.

The move will mark the start of a three-year collaboration designed to elevate the Scottish brand’s visibility and “deepen its connection” with passengers across the UK.

According to Stagecoach, the agency was selected due to its “robust strategic approach paired with innovative creativity”, alongside its ability to “develop impactful campaigns that resonate both nationally and locally.”

“We are revolutionising our customer experience with a new direction, so we need a bold PR partner to tell our story to not only existing customers, but also people who are not currently considering the bus,” said Debra Goodwin, chief customer officer at Stagecoach.

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“McCann presented a solid strategic approach that underpinned creative campaigns which were commercially centred. I’m looking forward to seeing their stand-out ideas going live.”

The partnership will involve a comprehensive PR programme, including an always-on press office, proactive and reactive media relations, and the development of earned media campaigns; alongside the development of Stagecoach’s new ‘We’ve got you’ brand promise.

Sophie Hewitt, PR MD at McCann Birmingham added: “We’re delighted to be working with the UK’s largest bus and coach operator at a time when it is launching a new brand promise to its millions of passengers.

“The pitch brief allowed us to demonstrate the deep strategic approach we take to developing effective creative campaigns and content for the earned space, and we’re excited to now deliver work that will encourage more people to consider the bus as part of their portfolio of transport options.”