Faster's Getting Better

We repositioned the Stansted Express brand as new trains transformed their service.

The Problem

With ageing rolling stock leading to negative customer perceptions Stansted Express needed to make the most of the transformation that new trains would bring.


The Solution

The message that Stansted Express was the fastest route to and from Stansted Airport was well established, so our simple ‘Fasters Getting Better’ proposition was easy for consumers to understand. But it was also honest and authentic, recognising the need for improvement. This authenticity and honest engagement with consumers was the hall mark of a campaign which began well before the launch of the new trains, ushered them in and then continued to drive sales long after. 

%

increase in online ticket sales in just 6 months

%

increase in email conversions

%

increase in click-throughs from PPC


What the client said

The new trains launch plan created by the Jacob Bailey team was truly inspirational, so it was great to see the actual campaign results not only live up to the plan, but eclipse it. Having phases built around the pre-launch, roll out and full deployment gave us massive flexibility and allowed us to inject real meaning into the Stansted Express brand across all of our intended markets. We are on track to smash the target set by the Department for Transport by almost 200%!

Adrian Warren, Marketing Manager, Stansted Express

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