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HOW SIMPLE EXPRESS MET HOW SIMPLE EXPRESS MET YOUNG TRAVELLERSYOUNG TRAVELLERS
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THE OLDER BROTHERTHE OLDER BROTHER
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WHAT TO DO?WHAT TO DO?
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NEW TARGET AUDIANCENEW TARGET AUDIANCENEW BUS LINENEW BUS LINE
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OBJECTIVES
A.A. Increased number of carried Increased number of carried passengers passengers
B.B. Collaboration with three universitiesCollaboration with three universitiesC.C. Sustainable social communitySustainable social community
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BUDGET FORCES TO BE CREATIVE
==NONO
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BRAND POSITIONING:
SIMPLE SIMPLE ADVENTUROUSADVENTUROUS
YOUTHFUL YOUTHFUL OPENOPEN
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WE DECIDED:
A.A. ATTENTIONATTENTIONB.B. ENGAGEMENTENGAGEMENTC.C. RELATIONSHIPRELATIONSHIP
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LAUNCHING
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THEIR LANGUAGE
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ENGAGE EVEN MORE
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RESULTS: MEDIA COVERAGE
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RESULTS: FACEBOOK
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RESULTS: STUDENTS
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RESULTS: CARRIED PASSENGERS
+ 27 %+ 27 %
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HOW SIMPLE EXPRESS MET HOW SIMPLE EXPRESS MET YOUNG TRAVELLERSYOUNG TRAVELLERS