Luton Airport Express has released its latest campaign ’32 Minutes’, inspired by grime group So Solid Crew’s song ’21 Seconds’.
The campaign, devised by creative agency Leith, features a fictional grime group, ‘So Rapid Crew ft Lil’ Prices’ rapping about the rail operator’s cost-effectiveness and timeliness.
It includes lyrics such as: “With plenty of seats for yo’ and space for yo’ bags to stow” and “Now we’re 31 minutes to go/from only a tenner or so/spend the rest on a travel pillow”.
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According to the Edinburgh-based outfit, the video, directed by Carly Cussen, who has previously worked with Becky Hill and Grammy nominee Sabrina Carpenter, aims to change the misconception that it takes over an hour to travel between the capital and the airport.
East Midlands Railway head of revenue and marketing, Jenna Cowie said: In our creative pitch, Leith identified journey time as the main obstacle for our target audience from choosing rail travel, many believed the journey to take 1 to 1.5 hours.
“So together we set a new mission to re-educate and show travellers in a new, bold and creative way, that you’re just 32 minutes from Luton Airport.”
The campaign will run across out-of-home, TV, video-on-demand, radio and digital channels.
Luton Airport Express brand manager, Natalie Sanderson added: “The Luton Airport Express is one of London’s best-kept secrets – it offers a quick and cost-effective way to travel to London Luton Airport and start your break stress-free!
“We think this new campaign does a brilliant job of that, showing how we’re the convenient alternative to car and coach travel to the airport”
