EMR use noughties classic to highlight speed and convenience of Luton Airport Express
- EMR's new advert highlights how fast customers can get to London Luton Airport from London St Pancras
- Campaign hopes to dispel the myth that it takes over an hour to get to the airport
- Advert reworks noughties classic So Solid Crew's 21 seconds
East Midlands Railway (EMR) has adapted a noughties rap classic to highlight the fast and convenient service the Luton Airport Express offers its customers.
The advert, which reworks So Solid Crew’s massive 2001 number-one hit from “21 Seconds” to “32 Minutes”, was created to shatter the misconception that it takes over an hour from the capital to London Luton Airport. It also aims to highlight the value the service offers with fares from London starting at just £10 one-way.
The ad campaign, which was produced working with creative agency Leith, is supported by impressive results since the launch of Luton Airport Express - including:
- Over 915,000 journeys made on the Luton Airport Express
- Rail's share of journeys to Luton Airport has increased from 14% pre-launch to 19% today
Jenna Cowie, Head of Revenue and Marketing at East Midlands Railway, said: "The main obstacle for our target audience was that many believed the journey would take 1 to 1.5 hours to get from London to London Luton Airport. So we have set a new mission to re-educate and show travellers in a new, bold and creative way, that you’re just 32 minutes away."
Natalie Sanderson, Brand Manager for Luton Airport Express, added: “The Luton Airport Express is one of London’s best-kept secrets - it offers a quick and cost-effective way to travel to London Luton Airport and start your break stress-free.
"We think this new campaign does a brilliant job of that, showing how the Luton Airport Express is a convenient alternative to car and coach travel to the airport.”