So Solid Success: EMR’s Luton Airport Express campaign scoops top award

East Midlands Railway (EMR) is celebrating after winning Campaign of the Year at the National Transport Awards for its innovative Luton Airport Express campaign, created in partnership with The Leith Agency and London Luton Airport. 

The campaign was developed to challenge common misconceptions about journey times to London Luton Airport, with research revealing that many travellers believed taxis and coaches were faster than trains.

EMR and Leith tackled this head-on with a standout creative idea -a reimagining of So Solid Crew’s iconic track ‘21 Seconds’, transformed into ‘32 Minutes to Go’ to highlight the true journey time from central London to the airport.

The campaign spanned TV, radio, outdoor, social, and digital channels, achieving broad national reach - including 26% of London adults through TV alone.

A trip from Central London on the Luton Airport Express to the London Luton Airport terminal costs from just £10 when booking in advance and using the Luton Airport Express and Luton DART.

Services depart every 30 minutes, from early morning to late at night, Monday to Saturday, with regular services on Sundays.

When customers arrive at Luton Airport Parkway, they can use a lift or escalators for step-free access between the train platform and the airport's electrically-powered shuttle service – the Luton DART. The Luton DART takes customers straight to the terminal in under four minutes, providing a reliable, quick, and greener connection.

Jenna Cowie, Head of Marketing and Revenue at East Midlands Railway, said: “I'm absolutely thrilled to have won Campaign of the Year at the National Transport Awards. The recognition is a testament to the power of creative bravery, insight, and collaboration.

"Our partnership with The Leith Agency gave us the freedom to take a bold idea - reimagining So Solid Crew’s iconic ‘21 Seconds’ - and turn it into something that truly cut through and shifted perceptions.

"By combining cultural relevance with sharp targeting, we proved that when you take creative risks grounded in real audience insight, you can drive meaningful behavioural change. I’m incredibly proud of the EMR and Leith team for their vision, energy, and courage in making this campaign such a success.”

Ed Brooke, Executive Partner at Leith, said: “At Leith, we always look to make a positive difference to our clients’ businesses with campaigns that are as creative as they are effective. With ‘32 Minutes to Go’ we brought a powerful benefit to life in a way that was impossible to ignore — and it’s delivered standout results. Not all brands are brave enough to take such a leap, but thankfully the LEX team at EMR recognised the potential and made it happen.”

"By blending cultural resonance with data-driven targeting, EMR’s ‘32 Minutes to Go’ campaign has proven how creative storytelling can drive real-world impact — shifting leisure travellers from car and coach to rail, and demonstrating the power of bold marketing to support sustainable travel."

Alberto Martin, Chief Executive of London Luton Airport, added: “This award is fantastic recognition for EMR and a high-impact campaign that successfully highlights the speed, frequency, and convenience of the Luton Airport Express.

"Enhancing connectivity and promoting more sustainable modes of travel is key to London Luton Airport’s long-term growth plans. The Luton Airport Express, together with the Luton DART, has transformed the appeal of rail for airport passengers, delivering a seamless, sustainable, and stress-free connection from door to door.”

The Luton Airport Express' full route is between Corby and London St Pancras stopping at Kettering, Wellingborough, Bedford, Luton, Luton Airport Parkway.