Gatwick Express — Simply the quickest, most convenient and comfortable way to start your travels
Gatwick Express offers a premium service and provides the fastest and most convenient route to Gatwick Airport from Central London.
Challenge:
Increase awareness of Gatwick Express and clearly re-positioned as the premium mode of transport for the more discerning customer.
Creative concept:
The many faces of travel
Solution:
The target market was travellers wanting to treat themselves to premium airport travel.
Three types of typical airport passenger personas were identified. A flashpacker visiting a city for a weekend break, a business traveller and a seasoned traveller. To avoid stereotypes, inspiration came from the Faces in Places photoblog to create beautifully custom-made suitcase personas combined with rich language to bring the campaign messages to life.
Campaign included OOH print /digital, press, web/digital, radio and animation.
Role: Art direction and design
Projected completed at The Team
