With Greyhound On Board, Richards Maps New Ad Route

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Long considered an inexpensive travel option, Greyhound has struggled to attract riders in the wake of the 9/11 terrorist attacks and parent Laidlaw’s bankruptcy. Now, The Richards Group will attempt to elevate the Greyhound brand from one known for simply being cheap to one that’s a smart choice—an approach similar to the shop’s tack for Motel 6, an agency exec said.

“We want to have a broader group of people feel exactly the same way about Greyhound” as they do about Motel 6 as a result of Richards’ long-running “We’ll leave the light on for you” campaign, said agency principal...

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