The agency has been hired to promote National Express across its coach, bus and train operations. It will also implement a fresh strapline, 'Making travel simpler', which was created by CHI & Partners as part of a rebranding earlier this month that included the revamp of its livery.
TBWA\London beat CHI & Partners and Beattie McGuinness Bungay to win the business. The review was overseen by Maria Heckel, group director of brand strategy at the National Express, and the AAR.
TBWA\London replaces Hooper Galton, which handled advertising for National Express coaches, and CDP, which worked on National Express East Coast. It will work alongside MPG, which was hired to the combined account last year.
National Express won the London-to-Scotland InterCity East Coast Mainline route for £1.4bn last August.
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