Tata Communications-branded Heathrow Express trains have rolled into service as part of a campaign that will see the company wrap Heathrow Express’s entire fleet of trains.
Heathrow Express, London’s airport train service, carries 17,000 passengers a day between Paddington and Heathrow Airport. With a journey time of 15 minutes, it is the fastest way to get to central London from one of the world’s busiest air travel hubs.
Heathrow Express operates 150 services a day between London and the airport, and 69% of its customers are business passengers. Tata Communications will also be using on-board digital screens and TV-spots alongside digital airport panels and cross track advertising to raise awareness of its role as a global connector of businesses through its global network, cloud enablement and mobility solutions.
Building on the theme “We’re the connection,” the campaign will build on the shared role of Tata Communications and the Heathrow Express in connecting businesses and people around the world.
“For B2B brands like Tata Communications, it can be a challenge to find great brand platforms. The Heathrow Express is a great fit for us,” said Julie Woods-Moss, CMO at Tata Communications.
“The role of Heathrow Express matches our role as a connector of businesses and people globally.”
This is the first UK advertising sponsorship deal for Tata Communications, the flagship communications arm of the $100-billion Tata group.
Tata Communications’ partners for the Heathrow Express advertising sponsorship include JCDecaux Airport UK (media owner) and McCann Enterprise (creatives).