Trailways
Modernizing a Legacy Travel Brand for Social
The Project
Trailways partnered with Spark to modernize how a legacy transportation brand showed up for today’s traveler. Rather than treating social as another place to promote routes and services, we saw an opportunity to make Trailways part of the travel conversation itself.
We shifted the strategy toward destination-led storytelling, travel inspiration, and social-first video designed to reach younger audiences and give people more reasons to discover, engage with, and ultimately consider Trailways when planning their next trip.
- Modernize the social presence of a legacy transportation brand for today’s traveler.
- Move beyond functional bus travel messaging to build greater lifestyle and destination relevance.
- Reach younger audiences and create a stronger, more engaging organic presence.
- Grow Trailways’ organic audience, reach, and engagement.
- Position bus travel as part of the travel experience, not simply transportation.
- Build a consistent pipeline of social-first video and destination content.
Shift from transportation-first messaging to lifestyle-led storytelling centered on destinations, trip inspiration, seasonal travel, and the experience surrounding the journey.
The Partnership
Spark manages Trailways’ always-on social presence, developing content around destinations, seasonal travel, trip inspiration, cultural moments, and the experience surrounding the journey. On-site content capture has helped us build a stronger library of native travel footage, while short-form video gives the brand a more dynamic and relevant presence across social.
The strategy has driven significant momentum on Instagram, turning the channel into a stronger source of discovery and engagement while giving a legacy brand a distinctly more modern social presence.
- 368,636 Instagram Views (+7,039%)
- 26,889 Instagram Engagements (+9,368%)
- 5,398 Instagram Shares (+25,605%)
- 2.22% Average Instagram Engagement Rate (+48%)
- 685 Average Instagram Reach (+69%)
- 5,526 Net New Instagram Followers (2,550 starting)
