It’s not about the journey. It’s about the destination. That was the strategy behind this brand campaign we did for Expressway, where we made their destinations the heroes of the campaign.
Nowadays, people are looking for real world experiences more than ever - like Surfing in Bundoran or live music in Galway - so that’s why we positioned Expressway as a way to get to these amazing places and activities. Showing that they were actually “Just an Expressway away”.
To show the wide variety of routes they had, we carefully picked a range of unique places and experiences which really highlighted the possibilities Expressway opens up to people looking for great places to visit in Ireland. The creative appeared across location specific OOH across Ireland, as well as on-demand, and social.