Heathrow Express has launched a new integrated marketing campaign as UK and international travel begins to shake off all remaining coronavirus restrictions.
The campaign, devised by WPP subsidiary Wavemaker, will consist entirely of digital materials, being pushed out across out-of-home screens throughout the south-west and south-east over the next 12 months.
‘Travel with a smile’ is set to target active Heathrow passengers or those who are interested in travelling, as the aviation industry begins to get to grips with post-pandemic, restriction-free travel and a return to airports and airlines working at full capacity.
The high-frequency, high-speed rail link which connects Paddington to Heathrow offers passengers the chance to travel from central London to the airport in as little as 15 minutes.
Whilst carrying out research for the upcoming campaign, Wavemaker found that 63% or travellers consider the last stage of their journey to and from Heathrow the most stressful part.
The new campaign is set to emphasise how Heathrow Express can offset these concerns, highlighting the rail link’s USP as a service which provides swift and direct access to the airport.
READ MORE: EasyJet to launch first international marketing campaign since pandemic began
“We wanted to ensure that Heathrow Express is ‘front of mind’ with the ever-growing number of London travellers going to and from Heathrow Airport,” Wavemaker chief strategy officer, Verra Budimlija said.
“The ‘Travel with a Smile’ campaign’s provocative, yet subtle message has been designed to remind passengers in London, the south-west and south-east that this is the only stress-free way to travel to the airport’s front door.
“We’ve really enjoyed working with the Heathrow Express team to create this eye-catching and thought-provoking work.”
Heathrow Express business lead, Sophie Chapman said: “Our spring ‘Travel with a Smile’ campaign has gone live in perfect step with our travellers’ appetite for a stress-free journey.
Whether flying into Heathrow, or setting off, there’s room to relax in spacious comfortable seats, with ample dedicated luggage storage spaces near the doors.”
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