Luton Airport Express

London is a transport-lover’s dream. It’s pretty saturated with rails and airports, so standing out as a train operator with an airport train is no easy task. The Luton Airport Express has a great offering with low awareness, and research showed the biggest barrier was perception of times: most people thought it took at least an hour. The reality? Just 32 minutes from central London to the airport. So we made those 32 minutes impossible to forget, with a solid ear worm.

We played with the language of nostalgia to appeal to our urban millennial audience, carefully selecting a naughties banger.