With new trains launching in May 2011, Stansted Express needed to move quickly to raise customer awareness and build anticipation pre-launch. The replacement of rolling stock after 30 years was a big event with a great message.
Hot on the heels of the ‘Coming Soon’ campaign to raise awareness, we ran a second tactical campaign immediately prior to the launch of the new trains. ‘Polished to Perfection’ was reinforced by imagery of real staff adding the finishing touches to the new fleet, underlining the pride and excitement felt by Stansted Express (both internally and externally) as the trains were about to roll out.
Now that the new trains are in action, we’ve launched a third concept ‘We Can’t Guarantee… But We Can Guarantee…’ to build on the brand profile and fundamentally honest message delivered through our fully integrated campaign. So far email has delivered a 20:1 ROI, PPC a 5:1 ROI and registrations on the website have increased by 10% a month.
Stansted Express identified that by extending their operating hours, one of their main audiences were travellers who convince members of their family or friends to do the airport run in the early/late hours of the day – the ‘Kiss and Fly’ group. Jacob Bailey created an emotionally engaging campaign, which empathised with the designated taxi driver and encouraged travellers to consider the train, rather than getting/keeping their loved ones up!
As fuel prices were rising, the average cost of driving to the airport to go on the family holiday was quickly increasing. To help ease the cost of getting to and from the airport, leaving more to spend on holiday, Stansted Express offered free kids’ places for the summer holiday period. Jacob Bailey created a campaign which promoted the offer and gave an exact comparison on the cost of airport transfer by train versus car. The campaign was a huge success and was extended, along with the offer, until the winter season.
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