The Gatwick Express brand was eroding. They could no longer claim they were the fastest to Gatwick. Barriers were being introduced at Victoria, you could no longer buy a ticket on-board and southern were now running similar services.
We created Express Tracks to create conversation around the brand name, reinforce the journey time and add value to the ticket. We worked with musicians to create unique 32 minute scores to the landscapes which could be downloaded with each ticket purchased.