Express Tracks by VCCP London for Gatwick Express

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Express Tracks

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Industry Railways
Media Case study
Market United Kingdom
Agency VCCP London
Creative Director Colin Byrne
Art Director Joris Philippart
Copywriter Jason Scott
Released September 2012

Awards

One Show 2013
One Show Interactive Integrated Branding / Integrated Branding Campaign - 360 Merit

Credits & Description

Advertiser: GATWICK EXPRESS
Agency: VCCP
Category: Copywriting
Art Director: Joris Philippart (VCCP)
Planner: Sarah Booth (VCCP)
Creative Director: Colin Byrne (VCCP)
Copywriter: Jason Scott (VCCP)
Business Director: Fergus Hynd (VCCP)
Account Manager: Kezia Quinn (VCCP)
Implementation
The campaign launched on 20th June with a live gig on the Gatwick Express, where our artists (Dubstep DJ Benga, composer Philip Sheppard and indie band The Milk) performed to journalists and bloggers. We also went live with press, Spotify advertising targeted around our artists’ music genres, seeded videos of the artists talking about composing their tracks and the first parallax website in the category which replicated the Express Tracks experience; gatwickexpresstracks.co.uk. Outdoor around London focused on travel hubs such as Victoria station, where the campaign had a dominant presence comprising of 5 prime sites plus digital 6 sheets, pillar wraps, ceiling pennants and double royals.Launched @ExpressTracks with a Twitter competition; each day we named a destination and to win a flight there followers had to tweet a relevant song title e.g. “Paris is Burning” by Ladyhawke. The feed went from 0 to almost 1,000 followers in 3 weeks.
Effectiveness
In 6 weeks post launch;• Campaign videos were viewed 400,327 times• Over 1500 articles written about the project (on and offline)• 19 radio interviews reached 12.2M listeners • 4500 online conversations about Express Tracks • Search growth for Gatwick Express was 26% compared to 10% for the travel category• 4600 tracks downloaded Business growth outperformed both the market and airport; Gatwick Express journeys London – Gatwick grew 3.1% year on year despite the Olympics depressing demand for UK outbound flights, and the brand increased advertising awareness from 11% in March 2012 to 29% in November 2012 amongst the London audience.Of those aged 25-44, the key audience, 30% stated that they were more likely to travel with Gatwick Express (versus 25% pre-launch) and 34% were more likely to purchase online (versus 27%). Advocacy increased from 35% to an impressive 50% (56% to 79% amongst existing passengers).
Campaign Description
As the premium train service from London to Gatwick Airport, Gatwick Express faced a challenging 2012. The ASA ruled against our ‘fastest way to the airport’ claim, trains were downgraded and staff removed, and new ticket gating removed the ‘buy on board’ option. The challenge was to justify our premium in a price conscious travel market and increase online booking. With little remaining to differentiate us from competitors, it was no longer enough to talk about the efficiency of the service. The brief was to make travellers wish the journey lasted longer; to create ‘A train ride like no other’. Express Tracks is a series of exclusive 30min tracks written by a variety of artists to perfectly accompany the 30min non-stop journey from London to Victoria. Customers booking online download a free track which transforms their train ride into a musical experience; it’s the soundtrack to your journey.