CASE STUDY: Do you know the way and the why?

Provided by Guerilla Creative
Directional advertising stimulating train travel between London Luton Airport and Central London.

What was the Challenge / Background of the Campaign?

The challenge in targeting inbound travellers is that the target audience is diverse and arriving from all across the world. Outbound travellers may be in the market for the product only once or twice a year yet passing the means to access it every day on their commute without realising how easy the journey is.

What was the Campaign Objective?

To grow revenue by increasing train passenger volumes to and from London Luton Airport. To increase the proportion of people travelling by train to and from the airport vs road travel. To deliver on a contractual commitment to clearly signpost the ease of travel; to and from the airport.

What was the Solution?

To carry out a media audit travelling from the London rail terminals to the airport and back again experiencing the journey as a customer whilst digitally recording advertising opportunities and way-finding weaknesses. Once the opportunities were identified, media options were purchased on a long term basis and way-finding options identified. A simple on-brand creative solution was then applied to all the advertising sites ensuring that the potential travellers either in Central London or at the airport where made aware of the convenience and value of the train option.

What were the Results?

Passenger volumes through Luton Airport Parkway grew by 4% year on year and rails share of onward travel vs bus and car grew by 10%.

What were the Key Learnings of this Campaign?

The media audit and walking the customer journey allowed the Client and Agency to create a long running campaign that delivered on its objectives. The time spent in planning and liaison to get all of the sites and put adequate way-finding in place was off set by the value of the opportunity and on-gong nature of the campaign. literally the leg work and planning created a campaign that can run and run once established. Utilising simple iconic images and language means the campaign does not date and importantly is easy to understand for international visitors.

printer friendly version
BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250kTravellers flying to and from London Luton airport
All adultsBoth
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
Many more ideas on   Click here to register and view them!
Need some fresh ideas?
Try our Briefing Service

Search for Ideas



Media Route

Marketing Route

Full Search Options is the place for brands and their agencies to find marketing ideas, media insight and sponsorship solutions.

Sign Up

Register now to find out more about Agencies Marketers Media/Rights Owners
Need some fresh ideas?
Try our Briefing Service