Brisbane Airtrain is undergoing a major revamp driven by customer data to snare a greater share of traffic to and from the airport now that economic conditions are improving in Queensland.
The company created its ‘No Worries’ campaign using first-of-its-kind customer research for commuters globally and will introduce a redesigned responsive website for easier bookings which will continue to offer the country’s first air rail e-ticketing system.
A joint initiative between the State government, through TransLink, and Airtrain has also seen the installation of new wide-berth go card gates for easier transport of luggage and improved commuter flow to fast-track travel for all.
Chris Basche, CEO of Airtrain, said the rebrand comes at a good time. After the state’s mining boom, a soft period followed, resulting in a sharp reduction in flights to mining camps and domestic tourism. The most recent projections now point to Queensland’s economy potentially growing faster than any other state.
“We took a long, hard look at the region’s economic indicators and the conditions suggest more people will be travelling domestically to Queensland soon. That’s why we’re really excited to be introducing this campaign now to ensure we capture a greater share of this growing market,” Basche said.
Insights gleaned from Airtrain’s research included identifying customer motivations, aspirations and frustrations like preferring to book in advance, wanting to be in control, and disliking the feeling of being restrained.
“Our research revealed that our customers overwhelmingly love that we get them to and from the airport with fewer obstacles and uncertainties,” he said.
As for the “No Worries” advertising, passengers will see ads that replace the real anxiety of missing a flight or getting to their destination with less stressful matters like catching waves, opening peanut bags and enjoying the weather.
Example taglines are:
- “Get from Brisbane Airport to the City, without the taxi taking the scenic route.”
- “Worry about packing your boardies for the Brisbane winter, not getting to your hotel.”
- “Get a lift from the station to your door without bugging your mum.”
Basche said Airtrain plans to share this campaign and increase ridership by driving awareness, trial and advocacy in Queensland, Sydney, Melbourne, and New Zealand.
“When it comes to travel, there are many things out of our hands, but the one thing Airtrain can control is the customer experience. The marketing team have worked very hard to understand what people would like from airport transfers and the research findings have been used across our entire business plan,” he said.
Research Agency: Sprout Research
Media & Creative Agency: BCM
Social & Digital Agency: Liquid
Public Relations: Crossman Communications