Edinburgh and Manchester-based Leith harnesses creativity to transform perceptions of travel time to Luton Airport.
- The ‘So Rapid Crew feat. Lil’ Prices’ updates a classic hit to emphasize the swift journey from London.
- Directed by Carly Cussen, the music video humorously reworks lyrics about travel convenience.
- The campaign addresses misconceptions about the journey duration to Luton Airport.
- Advertising spans various media platforms, targeting Greater London from November 11, 2024.
Leith, an agency based in Edinburgh and Manchester, has launched an innovative campaign to reshape how travelers perceive the journey time to Luton Airport. By collaborating with the ‘So Rapid Crew feat. Lil’ Prices’, they’ve reimagined So Solid Crew’s 2001 hit ’21 Seconds’ into ’32 Minutes’. This version playfully highlights the ease and cost-effectiveness of traveling to Luton Airport from central London.
Directed by Carly Cussen, known for her work in the London Grime music scene, the music video introduces a fictitious grime band. The updated lyrics include catchy lines like ‘With plenty of seats for yo’ and space for yo’ bags to stow’ and ‘Now we’re 31 minutes to go/from only a tenner or so/spend the rest on a travel pillow’. These lines aim to capture the audience’s attention and alter their perception of the travel time.
The campaign seeks to counter the common belief that reaching Luton Airport takes over an hour from London. In reality, the Luton Airport Express offers a quick 32-minute journey from London St Pancras, costing about £10. This myth-busting message is being spread across TV, VOD, radio, OOH, and digital platforms, specifically targeting audiences in Greater London starting November 11, 2024.
Jenna Cowie, head of revenue and marketing at EMR, explained that Leith identified journey time as a significant barrier in their creative pitch. Many travelers incorrectly assumed the journey took much longer. Thus, the campaign’s goal was to educate and showcase the faster alternative through fresh and engaging content.
Natalie Sanderson, Brand Manager for Luton Airport Express, emphasized the campaign’s effectiveness in promoting the ‘best-kept secret’ of a quick and stress-free travel option. The humorous and bold approach is designed to be a standout message amidst typical airport travel communications.
Ed Brooke, executive partner at Leith, noted the challenge posed by the client to create an impactful and distinctive campaign. The resulting work is designed to be memorable and fun, providing a refreshing perspective in a market often characterized by repetitive strategies.
This campaign aims to change public perception and position the Luton Airport Express as an efficient travel choice.
