Magic bus bows out after 65 million miles

The challenge

For over 25 years, Stagecoach Manchester had been integral to connecting communities, supporting local economies, and ensuring reliable, accessible travel for millions of customers.

So when the time came to hand over the reins to the Bee Network, the moment needed to be marked in a way the city would remember… something magic.

We saw an opportunity to put two decades of Stagecoach’s work at the centre of attention. The Magic Bus is a household name in Manchester, and it was a moment to thank the teams delivering the service, as well as the brand behind the icon.

Capturing Attention

Stagecoach’s Magic Bus was one of Manchester’s most recognisable services – a daily sight across the city for students, commuters, and even the occasional famous face. Over the years, it became a familiar staple for anyone who lived or worked in the region.

For its final journey, we made sure it went out in style: a last run through the heart of the city, inviting key regional media to experience the iconic route one last time. It was an opportunity to celebrate Stagecoach’s work connecting this iconic city, with a hugely positive story for both the brand and the community. The Magic Bus had been doing the hard yards for a quarter of a century, and it certainly deserved a proper send off.

We organised a photocall to immortalise the Magic Bus in Manchester and Stagecoach’s history. We distributed a press release that secured widespread coverage all over the region, evolving the wider conversation about the transition to the Bee Network and inviting people to look back on the memories they made onboard.

Our campaign put the service on the minds of millions, drawing huge amounts of love for the Magic Bus and for the larger Stagecoach brand.

Client Stagecoach

Services All Projects , Digital , Media , PR , Strategy

Attention
converted

37

pieces of coverage achieved
1.95K

engagements
2.44M

estimates views
920K

impressions

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Magic bus bows out after 65 million miles

For over 25 years, Stagecoach Manchester had been integral to connecting communities, supporting local economies, and ensuring reliable, accessible travel for millions of customers.

Stagecoach’s Magic Bus was one of Manchester’s most recognisable services – a daily sight across the city for students, commuters, and even the occasional famous face. Over the years, it became a familiar staple for anyone who lived or worked in the region.

Attention converted

Attention
converted