Emerald Coaches

Emerald Coaches is a Bus Company servicing the Mining, School Route, Specialty Bus Hire & Executive Transfer markets in Central Queensland.

Emerald Coaches has embarked on a new journey moving from bus company to a community and environmentally minded passenger transportation innovator.

To help delivery this repositioning, Emerald Coaches engaged The Place Agency to help refresh, invigorate and redefine their Brand including the incorporation of their e-Mission Zero strategy - to convert the entire Emerald Coaches fleet from diesel-powered to hydrogen fuel cell buses by 2040, and all depots powered by renewable energy.

CLIENT: Emerald Group|
LOCATION: Queensland|
CAPABILITIES: Brand Strategy and Marketing

We are entering an exciting new chapter in our history, updating our brand and identity. Over the next few months, we are working hand in glove with The Place Agency to roll this out through our business to include vehicle, depots and our team.

Michael Baulch - Director Emerald Coaches

The Place Agency through its unique visioning & branding process has developed a clear, compelling Brand Strategy & Positioning for Emerald Coaches to lay the foundation for future success that resonates with key staff, stakeholders, community and government.
We have refreshed the existing Emerald Coaches brand and introduced Sub-Brands to reflect its modern positioning and specialty service offering, whilst maintaining the existing brand equity Emerald Coaches has built over 40 years.

We continue to work with Emerald Coaches on their brand journey which is a work in progress. The strategy we developed recognises that the Emerald Coaches brand & products need to be adaptable to changing market conditions.