Airtrain Guns For Growth With Rebrand And New Campaign

Brisbane Skyline
SHARE
THIS



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.

Campaign Credits:

Research Agency: Sprout Research

Media & Creative Agency: BCM

Social & Digital Agency: Liquid

Public Relations: Crossman Communications

Please login with linkedin to comment

warner bro.

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]

Fox Sports Alexa Skill Launches In Alexa Skills Store
  • Media
  • Technology

Fox Sports Alexa Skill Launches In Alexa Skills Store

Australian sports fans can now tune into Fox Sports News live on their Amazon Echo device. From today, Alexa users will be able to add the new Fox Sports Alexa skill to their daily routine by asking “Alexa, play the Fox Sports live stream.” The Fox Sports Skill will deliver sports fans a live stream […]