Adglow Creative Showcase | Big Bus Tours

By Phil Haslehurst

Our new creative showcase feature celebrates interesting, effective, engaging and eye-catching work that we encounter from the wide world of social advertising.

Digital and social ad platforms present unique opportunities for advertisers and creative teams to experiment. Ad formats like Facebook's canvas and carousel, or Snap's filters and lenses, are native to the user experience and provide an interesting space in which to engage with the audience in new ways.

The canvas format is a great way to pack loads of content into one ad unit; introducing the brand and telling a compelling story while giving users the freedom to explore.

Big Bus Tours is the largest operator of open-top sightseeing tours in the world, providing sightseeing tours in 19 cities across three continents.

Big Bus Tours NYC ad initial call to action

Their buses have become synonymous with city exploration, and are part of the fabric of cosmopolitan, global cities like London, Paris, New York, Dubai, Hong Kong and Sydney.

For a recent Facebook campaign, Big Bus Tours and their creative partners, That Lot, deployed the canvas ad format to deliver an engaging, interactive experience that drove fantastic results.

"With most city breaks being short and sweet there is a limited window to reach travellers and make a meaningful impact," said Joe Orton, Paid Social Manager at That Lot. "The canvas format is a great way to pack loads of content into one ad unit; introducing the brand and telling a compelling story while giving users the freedom to explore." 

"For each canvas we showcased the most recognisable city landmarks using a 3 step funnel approach: inspire (visually arresting photography), engage (interactive carousel elements), inform (app/ticket/route info)," said Myfanwy Farrell, Senior Account Manager at That Lot. 

"Then we used ad copy to tempt travellers into the canvas to explore the city, mirroring the IRL experience." 

Big Bus Tours NYC ad creative

"The canvas ads have been highly effective, providing a 58% lower Outbound CPC than video, with a 43% lower CPE, and a 28 second average view time."

We think you'll agree that the result is a fun and arresting ad creative that captures the spirit of the city and the excitement of exploring it!

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