Inter-city routes in Latvia could be a business development option for Estonian coach company Lux Express that currently provides international travel. However, Latvian public transport system currently is a closed market that lives on State subsidies reaching 92 million euro in 2013. While Lux Express sees the system as non-sustainable, existing bus carriers yearly protest about constant lack of subsidies. Knowing that significant changes in the system might take years, Lux Express saw the emerging discussion as opportunity to bring awareness to the brand among Latvian citizens. In first phase of campaign, a huge gift box appeared in Riga without any clue, who put it there, and people were invited to guess, what is inside. After two weeks of buzz building, the box revealed a real Lux Express coach with a driver inside and for a month free of charge bus trips were provided on one inter-city route thus protesting against system, but also showing people, how travel in a free market could look like. Media caught the topic and raised discussion about existing system, involving other bus carriers and State officials. Afterwards 3000 people used the opportunity to experience coach ride with Lux Express and highly positive feedback about this experience was received.

Key "PR" elements of the campaign:

- only earned media;

- extensive usage of own media;

- relations with stakeholders;

- engagement of potential customers.

In the first phase, a huge gift box was placed popular public space in Riga – square by Central Train station. People were invited to visit website www.atklajdavanu.lv and send guesses of, what is placed in the gift box. After two weeks of buzz building with participation of media and VIPs the gift box was opened and it revealed a real Lux Express bus with a driver inside.

In the second phase, company announced that in order to show, how travel in a free market in popular routes could look like, they will take people for free for a month on one of the inter-city routes. On the same website, people could participate in an interactive online game/app and receive bus tickets. 62 bus tours carried a total of 3000 passengers and the campaign received lots of attention from media, bringing up discussion involving Lux Express competitors and State officials.

3000 people (1000 more than planned) experienced driving with Lux Express coach. Highly positive feedback: “5 star experience”, “if Lux Express provided inter-city trips in Latvia, I would be happy”.

Brand awareness research will be carried out in 2014.

Buzz created by Lux Express was larger than for national airline airBaltic campaign at the same time.

More than 20 000 shares on social media, 8000 new newsletter subscriptions. After campaign almost 2500 new Facebook followers.

Website visits show that campaign and Lux Express brand was noticed by 2,3% of active internet users in the country.

Within one month more than 70 publications in the media with quality visual material and branding visible.

Competitors forced to join the discussion.

Supportive feedback from Ministry of Transport and a promise to investigate the situation, Directorate of Transport publicly promises to involve Lux Express in discussions about potential changes in the system.