The campaign, will be made possible through outdoor specialist ATM:ad, allowing National Express to show dynamic digital advertisements across 600,000 individual transactions and 150,000 takeaway receipts.

The discount offer will encourage students to travel to other cities and visit friends by taking advantage of preferential student fares. The advertisements will drive students to the National Express website where they can book their planned journey online at a lower price than standard fares.

"We needed a medium that would reach our target audience of University students on a one-to-one basis," commented Dallia Hussein, media manager at MPG. "Through ATM:ad the discount travel offer will reach students on campuses across the UK with minimal wastage and maximum relevance."

The ATM advertisements are part of a wider integrated marketing campaign that includes student magazines, sub-TVs in student bars and washroom panels. Students are frequent users of ATMs and the targeting of over 120 multiple on-campus sites will ensure the message reaches the campaign's target audience.

"Increasingly, organisations are experiencing the benefit of using site-specific targeted ATM advertising to ensure their message reaches the right audience," commented Richard Rowley, head of media sales at ATM:ad.

"The cash machine is a unique medium that provides simultaneous personal engagement with strong ROI, offering real value in financially challenging times," he concluded.