South West Trains.
South West Trains is the busiest commuter line into London, running 1,675 trains every weekday and serving 218 and employing around 5,200 staff.
It's only 99 steps to check in for over 9.6 million customers per year.
Audience.
You’re going on holiday. You take the train to the airport. It’s on time and there’s plenty of space to sit and stow your luggage effortlessly. You’ve checked in online, so you breeze through security with spirits high. The lounge is spacious and welcoming and the coffee smells good... bliss!
Challenge.
South West Trains wanted to let passengers into its-best kept secret and we had to come up with a campaign which would help attract these passengers to use this secret: Southampton Airport.
Insight.
We realised the main insight to this work should focus on the convenience of the location. To let people realise, that once they stepped off the train, they could walk straight to the airport and didnt even have to worry about parking their car.
Result.
Our Breeze Through marketing campaign did this through surface media including hoardings and leaflets, as well as the airport’s website. But we also inspired the airport’s staff: the people who ensure you can begin enjoying your holiday as soon as you get to the airport.