Green Line coach and bus services, part of the Arriva group, were appointed to run the service directly between London Luton Airport and the capital. Green Line was keen to promote its flat rate £10 fare for the 30-minute service by creating an immersion zone where passengers were exposed to the brand across all airside poster sites.
The poster campaign captured images of the distinctive green buses against a backdrop of London landmarks, making use of foreign language headlines tailored for international airport arrivals.
As part of the refurbishment Luton airport, there was also an opportunity for Green Line to brand the security barrier at arrivals and this presented the team with an opportunity to introduce some visual humour using a range of leg images that looked as though they belonged to the people waiting at the barrier. On the other side of the barrier were messages reminding potential customers about the low-priced service and where they could buy tickets.
The eye-catching campaign made a viral impact achieving 50,000 shares on social media as well as coverage in the Metro and Marketing Week. Designed to be used for seven months, the imagery was so popular, it remained in situ for three years and became a trademark of the airport.
“We loved this quirky addition to this campaign for our Luton to London route which really caught the imagination of travellers and became such a talking point, we kept it for more than two years longer than scheduled. This creative idea, reinforced with simple, direct messages, helped to showcase Green Line as a friendly and welcoming brand that would help confused travellers to make a decision about the next step on their journey.”
Director, Green Line
the project team
David Nelson (Lead Creative), Shaun Drage (Senior Designer), Ian Knighton (Studio Manager, Olivia Ray (Client Services Director) and Rob Atkinson (Client Services).
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