Tranquil Train

Following a turbulent 18 months for the travel industry, Heathrow Express was keen to re-cement themselves as the quickest, most convenient option to all those travelling to and from central London to Heathrow Airport. The brand were mindful of the stresses that their customers would be facing at the prospect of travelling once more and wanted a campaign that communicated the service’s key values and convenience.

The concept of the ‘Tranquil Train’ was created in order to give passengers a 15 minute moment of calm when travelling on Heathrow Express whereby they could be taken through a guided yoga session by a top instructor and influencer, Celest Pereira.

The carriage was decorated with a floral display of lavender and eucalyptus, known for their calming aromas. Passengers were also treated to goody bags featuring a face mask, hand sanitiser and a sleep balm as well as a booklet containing the seated yoga sequence to continue on their onward journey.

Research was key in underpinning the campaign and provided a news hook for media which secured 208 pieces of coverage with a reach of 2.39B across print, digital and broadcast outlets. Titles include The Times, The Daily Mail, Daily Express, The Daily Star, The Sun and The Mirror. The campaign also achieved extensive US coverage including The New York Post.