Directional advertising stimulating train travel between London Luton Airport and Central London.
The challenge in targeting inbound travellers is that the target audience is diverse and arriving from all across the world. Outbound travellers may be in the market for the product only once or twice a year yet passing the means to access it every day on their commute without realising how easy the journey is.
To grow revenue by increasing train passenger volumes to and from London Luton Airport.
To increase the proportion of people travelling by train to and from the airport vs road travel.
To deliver on a contractual commitment to clearly signpost the ease of travel; to and from the airport.
To carry out a media audit travelling from the London rail terminals to the airport and back again experiencing the journey as a customer whilst digitally recording advertising opportunities and way-finding weaknesses. Once the opportunities were identified, media options were purchased on a long term basis and way-finding options identified. A simple on-brand creative solution was then applied to all the advertising sites ensuring that the potential travellers either in Central London or at the airport where made aware of the convenience and value of the train option.
Passenger volumes through Luton Airport Parkway grew by 4% year on year and rails share of onward travel vs bus and car grew by 10%.
The media audit and walking the customer journey allowed the Client and Agency to create a long running campaign that delivered on its objectives. The time spent in planning and liaison to get all of the sites and put adequate way-finding in place was off set by the value of the opportunity and on-gong nature of the campaign. literally the leg work and planning created a campaign that can run and run once established. Utilising simple iconic images and language means the campaign does not date and importantly is easy to understand for international visitors.