Heathrow Express launched a January marketing campaign offering customers a free journey on the most depressing day of the year. Our challenge was to create a campaign and story around this that would cut through the noise of ‘Blue Monday’ as well as achieve media appeal against a heavily branded call to action.
We created a campaign that asked the public for their thoughts on what makes them happy. We then took the answers to provide HeathrowExpress with direct solutions for their customers, e.g. something for free, sunshine, going on holiday. We enlisted the support of influencer Carol Vorderman to front the campaign and talk about happiness from a formulaic point of view, giving credibility and authenticity to the story.
Owned content was created early in the day for social engagement and editorially-led earned content pieces were created for consumer media on a very tight turnaround to ensure online appeal and campaign longevity.
We secured back to back coverage from the start of the news day onwards with more than 22 positive, branded pieces of TV and radio, print and online coverage. Each piece highlighted the link between happiness and a smooth journey with Heathrow Express. This dovetailed with high engagement from owned content to create an overall buzz on the day, cutting through the competitive ‘Blue Monday’ brand noise.