After being awarded Superbrand status for 2017, Heathrow Express wanted to celebrate its success with a film to show the great work done by its employees and how that impacts on its customers. The aim was to generate brand awareness along with a feel-good factor about what Heathrow Express represents and what its people have achieved. The key messages were that it was a brand leader, had the fastest and most reliable service, and was an innovative employer/service provider.
We spent a day travelling between Paddington and Heathrow, interviewing employees in a wide range of roles and going about their work. We also used a Go-Pro to film trains at busy terminals, as well as interviews with passengers who shared their experiences of travelling on the trains.
First shown at an all staff event, the film had a real ‘wow’ factor and made frontline employees feel appreciated and valued. The interviews with passengers reflected great customer service, and Heathrow Express also used the film on its website and in social media to engage stakeholders and the public.