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How do you get younger riders to ride the bus? What Sausalito, California-based Butler, Shine, Stern & Partners did in their recent campaign for Greyhound was to stop talking about transportation and start talking about travel. Transportation gets you to a location on a map, but travel is emotional, life-altering. empowering and a uniquely American rite of passage. Whether it's 50 miles or 500 miles, its real end destination is a feeling, a memory, a story—an opportunity. An open road opens minds.
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