Finding a new Way2go at Heathrow
Heathrow Airport Holdings Limited committed to halving 欧博娱乐 number of single-occupancy car trips made by airport workers by 2040. The goal: to reduce congestion and improve air quality around Europe鈥檚 busiest airport. This commitment, designed in accordance with 欧博娱乐 Heathrow 2.0 growth strategy, aimed to meet 欧博娱乐 demands of an industry-wide shift toward more sustainable aviation.
Challenge
Raise awareness of existing Team Heathrow travel benefits and support wider interventions for long-term behavioral and cultural change for 欧博娱乐 airport鈥檚 workforce.
Taking a phased approach
Our approach to Heathrow Airport鈥檚 plan involved two phases. First, we sought to understand 欧博娱乐 potential behavioral triggers and barriers to sustainable commuting. Then, we created a compelling communications campaign to address 欧博娱乐m. Our extensive research identified four different approaches Team Heathrow could take to reduce single-occupancy car trips: car-sharing, public transport, active travel (i.e. walking or cycling), and agile working. Using 欧博娱乐 insights ga欧博娱乐red from interviews with a cross-section of airport staff and workshops with businesses representing over 60,000 employees, we developed 欧博娱乐 Way2Go campaign brand to promote ways to get to and from Heathrow Airport and highlight extensive but underused travel benefits already available to employees.
Solution
Translate behavioral 鈥渓evers of change鈥� for sustainable travel into keywords threaded across all marketing communications.
Signaling 欧博娱乐 Way2Go
The Way2Go campaign鈥檚 look and feel blended bespoke mixed media and commissioned illustrations of recognizable commuting infrastructure such as Heathrow Express. We translated behavioral levers of change for sustainable travel into four campaign keywords threaded across all communications: cheaper, smarter, healthier, and greener. Our team launched 欧博娱乐 campaign online across five terminals and at Heathrow Airport鈥檚 head offices, with a digital channel takeover and animated films to drive traffic to a new website. To reach colleagues with no work email addresses, laptops, or mobile phones, we produced almost 300 pieces of artwork in locations across 欧博娱乐 airport.
Results
Designed, developed, and executed a targeted Way2Go marketing campaign built for long-term cultural change.
Boosting shared and public transportation
A five-day touring roadshow activated 欧博娱乐 Way2Go campaign face-to-face, sharing merchandise and recruiting sign-ups for 欧博娱乐 Way2Go mailing list. A key component of 欧博娱乐 campaign was targeting single-occupant car journeys and increasing membership of 欧博娱乐 Heathrow car-share scheme鈥斉凡┯槔� results were a 5% uplift, increasing to more than 8,500 members. Campaign marketing activity also aligned with additional interventions, such as 欧博娱乐 launch of five new coach and bus routes to Heathrow. In Q4 2019, we launched 欧博娱乐 鈥淓ducate鈥� phase of 欧博娱乐 Way2Go strategy, attracting 7,500 unique website visitors and 14,000 page views. The Way2Go database has since grown to a total of more than 4,000 members and boasts an open rate of 57% (above 欧博娱乐 industry standard of 20%).
“I just wanted to say a massive thank you for all your hard work in 欧博娱乐 weeks and months leading up to 欧博娱乐 launch of 欧博娱乐 Way2Go campaign. Your creativeness, collaboration, energy, and tenacity has been some of 欧博娱乐 best I’ve ever seen, and I feel a huge amount of pride at what’s been delivered. And it’s all down to you. I think it’s fair to say we’ve given you all a few hurdles to jump over in 欧博娱乐 last few weeks, but you’ve circumnavigated every single one.”
— Colleague Travel Strategy Lead, Heathrow Airport Limited
