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Tata Communications executes OOH campaign on UK’s Heathrow Express

The campaign creative has been developed by McCann Enterprise, while media was planned and booked with JCDecaux Airport UK by Initiative and OOH specialist Rapport

BestMediaInfo Bureau | Delhi | June 26, 2015


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.

This is the first UK advertising sponsorship deal for Tata Communications, the flagship communications arm of the $100 billion Tata Group.

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.

The campaign creative was developed by McCann Enterprise, while media was planned and booked with JCDecaux Airport UK by Initiative and OOH specialist Rapport.

Heathrow Express operates 150 services a day between London and the airport, and 69 per cent of its customers are business passengers. Building on the theme of “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. The designs of the train wraps and advertising executions feature bold, colourful photography and surprising facts and statistics about Tata Communications’ capabilities, alongside the “We’re the connection” message, highlighting the scale and variety of the company’s global operations.

Julie Woods-Moss, Chief Marketing Officer, Tata Communications, elaborated, “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. The company seamlessly connects 17,000 business travellers a day between one of the busiest airports in the world and London – one of the greatest cities and a real gateway between the East and the West. The role of Heathrow Express matches our role as a connector of businesses and people globally. We bring cloud, mobile and network services to enterprises across 240 countries, at the highest speed possible.”

Fraser Brown, Heathrow Express Director, added here, “Connecting business travellers from around the world, at speed, is a goal we share with Tata Communications. Tata Communications’ ‘We’re the connection’ and ‘speed’ messaging naturally appeals to our customers. We are always looking to improve the customer experience at Heathrow Express. Speed is at the heart of our service, and that’s why business travellers continue to use our trains. With all this in mind, we’re delighted to have joined forces with Tata Communications.”

Tata Communications’ portfolio of cloud enablement, collaboration and mobility services are underpinned by the company’s leading global network infrastructure. The company owns and operates the world’s largest and most advanced subsea fibre cable network, including the only wholly-owned fibre ring around the world. This network enables customers and partners to reach 99.7 per cent of the world’s GDP, with connectivity to over 240 countries and territories.

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