Stagecoach launches ‘we’ve got you’ brand promise

Stagecoach has officially unveiled its new brand promise: ‘we’ve got you’.

Describing it as an emotionally-led initiative, the operator says the message is ‘rooted in insight-driven storytelling’ and ‘brought to life through authentic narratives’. The campaign marks a bold new creative direction and is a first of its kind for the company. Designed to reposition bus travel as dependable, human and relevant, it aims to build connection with both new and existing customers.

By focusing on real-life moments and the everyday importance of reliable travel, Stagecoach is seeking to grow consideration, preference and ultimately customer journeys. The operator says the campaign highlights the company’s commitment to being there for its customers every day.

Backed by a video-first media strategy, the campaign will run across Connected TV (CTV), Broadcast Video-on-Demand (BVOD), Subscription Video-on-Demand (SVOD), YouTube, online video and Stagecoach’s owned digital channels. The campaign celebrates the ‘quiet heroism of buses and the role they play in supporting people through everyday moments’. An acoustic reimagining of ‘I’ve Got You Babe’ by Sonny & Cher, performed by a local artist, is intended to brings character and warmth to the stories.

Stagecoach reports the creative was tested by System1, a marketing decision platform, and scored among the world’s most effective ad campaigns.

Debra Goodwin, Chief Customer Officer at Stagecoach, said: “This campaign is a significant step-change for us and an exciting new direction. It’s more than advertising – it’s about demonstrating what we stand for. ‘We’ve got you’ is a promise to our customers and our commitment to improving our customer experience. It’s the reassurance that Stagecoach is there, day in and day out, making life’s journeys easier, safer, and more connected.”

Jaeger Rowland, Head of Brand and Marketing at Stagecoach, added: “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.

“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.

“And this is just the start. Improvements to our on-bus experience, app and more are on the way – watch this space.”