The Midnite Express 3.0 transports brand into broadcast media

After receiving an overwhelming response from fans, Midnite decided to bring back the Midnite Express for the FA Cup semi-final and provide Southampton supporters with an unforgettable travel experience to Wembley. After PBPR secured a large number of media articles online with its previous project, the ask this time, was to focus on broadcast media.

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PBPR wanted to turn fan excitement into an opportunity with the Midnite Express relaunch. The aim was to build support for the brand among Saints fans with a memorable day out while offering them a solution to the challenges of away game travel.

PBPR arranged three Midnite-branded luxury coaches to transport over 100 fans from St Mary’s to Wembley for the FA Cup semi-final. Fans were joined by Southampton legends, Shane Long, Franny Benali and Ken Monkou, who helped build excitement and engage with supporters throughout the journey.

PBPR also arranged exclusive Midnite x Saints 'Built Different' scarves as a keepsake for fans. The return of the Midnite Express was heavily promoted on Midnite and Southampton’s social media, with fans enthusiastically signing up to secure a spot.

Media coverage and online conversation was overwhelmingly positive with fans, football pundits and past Southampton players praising the campaign and reinforcing Midnite’s role as a supporter-first partner. 

In total, the campaign generated 55 pieces of coverage, with 44 pieces of online coverage, 4 broadcast features across Sky Sports News, Sky News, BBC Radio Solent and ITV Meridian, and 7 social media posts, including content shared by Southampton legend Franny Benali.