Creative agency partners with Flixbus to deliver biggest UK campaign

Global travel brand FlixBus has appointed Birmingham-based independent creative agency One Black Bear to deliver its biggest UK campaign to date.

The win builds on a successful collaboration between the two on a major European football campaign in late 2025.

The bold new campaign launches on 20 April and runs throughout the summer, encouraging people across the UK to switch to a simpler way to travel.

Centred around the line ‘Switch to FlixBus’, the bold, occasionally cheeky, campaign positions FlixBus as the smart alternative to expensive, unreliable and overcomplicated journeys.

Since launching in the UK in 2021, FlixBus has rapidly grown to serve over 100 destinations, with its distinctive bright green coaches now a familiar sight across the country.

Globally the business operates in over 40 countries, connecting more than 8,000 destinations.

Benedetta Chiumenti, team lead of Global Brand Management & Communication at Flix said: “Our impressive network growth in the UK this year required a bold and impactful awareness campaign that builds connections with consumers, especially those who might never have travelled with FlixBus before.

“The creative concepts are some of most playful and cheeky we have ever put out, reflecting FlixBus as a confident and ambitious brand to the wider public.”

Previously, One Black Bear handled creative for the National Express bus and coach brands in the UK for over eight years.

One Black Bear managing partner, Kate Hartshorn, said: “As an agency with a deep understanding of this sector, it was a pleasure to take on a fresh challenge with the team at FlixBus.

“We know how to develop strategies and creative ideas to cut through in a crowded market and give people a reason to choose differently. ‘Switch to FlixBus.’ does that in a fun, clear and confident way.”

Media is handled by Mediaplus Connect and Flix marketing teams and will include video (Addressable TV, Broadcaster Video On Demand and Subscription Video On Demand platforms), online video such as YouTube and Twitch, Out of Home (OOH), audio, display and social channels.

Katie Davies, commercial director at Mediaplus Connect said: “Guided by a clear strategic approach, we have focused on key cities to drive awareness at scale, supported by a targeted media strategy that leverages mass channels to reach broad audiences.”

The nationwide campaign calls for travellers to switch to FlixBus as a simpler, better way to travel, with OOH advertising seen in major UK cities such as London, Birmingham, Manchester, Edinburgh and Glasgow from 4 May.

Pictured from left to right: One Black Bear senior copywriter Tristan Vere-Hoose, senior art director Jenny Ray, and account director Lucy Bennett