Nest Pensions has launched a bus-themed campaign designed to highlight its regional investment activity across the UK.
In collaboration with Brendan Sheerin, tour guide and host of Channel 4’s long-running series Coach Trip, the campaign takes Nest members around Yorkshire to showcase where pension investments are being deployed.
Through a series of social posts, Sheerin leads members on what appears to be a traditional coach tour across his home county, revealing that many of the destinations along the route are backed by their pension savings.
According to Mortar Research’s study of 2,005 UK savers, 83% feel it is important to know where their pension funds are invested, yet only 24% say they have that knowledge.
The initiative aims to increase transparency around how member contributions support local infrastructure, businesses and communities, reinforcing the master trust’s focus on long-term domestic growth.
The coach tour forms part of Nest’s wider ‘Everyday Investors’ campaign, which aims to deepen engagement with members, better understand their expectations and improve awareness of how their retirement savings are invested.