BUSINESS RECENT DEVELOPMENTS Gatwick Express was the first in the UK to utilise an e-ticketing solution to allow customers to book their tickets online. To support e-ticketing, Gatwick Express recently upgraded its website to simplify and speed up the booking process. SUPERBRANDS Customers’ personal details and favourite tickets can be securely retained, while customers that hold accounts can be notified of planned or unplanned disruptions on their date of travel.

Gatwick Express was established in 1984 and is the longest running dedicated airport service in PROMOTION the world. It carries approximately 14,000 passengers between and ’s In order to reach its customer base, both in the leisure audience, a strategy supported by Time Out Ski & Snowboard Europe guide. UK and internationally, Gatwick Express uses online advertising at key times of the year on This sponsorship is supported by concourse Victoria station throughout the day, with a non-stop journey time of 30 minutes and with trains press, outdoor and online communications to popular travel and business websites. promotions at and execute its promotional strategy. The majority of outdoor poster activity is online advertising on high profile ski websites departing every 15 minutes. In summer 2006, Gatwick Express concentrated at Gatwick Airport, Gatwick as well as a ‘four for two’ promotional offer. launched a new advertising campaign Airport Station and Victoria Station, specifically targeted at the time sensitive air aiming to reassure customers that they BRAND VALUES Gatwick Express also plays an active role traveller. A new strapline – ‘Anything else is a are making the right decision and to convert Regardless of the passenger type there is with the local community, supporting local risk’ – was introduced, replacing the previous undecided travellers. a common belief that ‘some journeys are schools and organisations through ‘Timing is everything’ line. The new strapline In October 2007, Gatwick Express won the simply more important than others’. It is fundraising and donations. Gatwick Express – still underpinned by the essence of Gold and Silver Awards at the CIMTIG acknowledged that there is heightened is a family friendly company and has hosted ‘certainty’ of the Gatwick Express brand – (Chartered Institute of Marketing Travel tension on a trip to the airport; for most air school trips and youth groups to raise takes a more competitive approach by Industry Group) Travel Advertising Awards for travellers, the consequences of a delay can awareness of the importance of rail safety. referring indirectly to competitors between the best use of classified press advertising. be significant. Gatwick Express therefore, central London and the airport. The focus for below-the-line activity is bases its brand promise on the certainty that PRODUCT Key messages in the brand’s advertising aim developing relationships with airlines at passengers will arrive in a timely fashion. Gatwick Express is a dedicated, non-stop, high to reassure passengers and highlight the Gatwick Airport. For example, Gatwick This promise is broken down into the speed rail-air link operating between Gatwick speed, the non-stop nature of the service, the Express is a partner of Virgin Atlantic’s Flying emotional and rational benefits of using the Airport and central London. The purpose built frequency and strong customer service record. Club programme; Silver and Gold members service. Rational benefits include the speed modern Juniper Class 460 trains, run from Gatwick Express advertises in the inner receive an allocation of First Class upgrades and frequency of the service, as well as its 3.30am–12.30am from London Victoria and London press to target the UK business and to use on Gatwick Express, which has punctuality and reliability. Emotional benefits MARKET with customers. To meet the needs of an from 4.35am–1.35am from Gatwick Airport. proved to be extremely successful since its include the dedicated service, trust and Gatwick Express will be owned by National increasingly sophisticated and customer- Gatwick Express has its own dedicated launch in 2003. reassurance, premium feel and the belief that Express Group until June 2008, when the service focused market, Gatwick Express platforms at Victoria station to allow International travellers are targeted through the Gatwick Express is the ‘official’ way to franchise is going to Southern as part of the shifted its focus to providing flexible, positive passengers quick access on and off the airline partners; Gatwick Express has and from the airport. Department for Transport’s Mainline and personal customer service. As a result, trains. Similarly, the railway station at Gatwick developed solid relationships with growth The Gatwick Express ‘voice’ that Route Utilisation Strategy. Gatwick Express the innovative and award-winning ‘Leading Airport is at the heart of the South Terminal. airlines, such as easyJet, GB Airways, Zoom, delivers these brand values in its advertising holds more than 70 per cent of the rail Lights’ training programme was developed. Gatwick Express Welcome Hosts are and Monarch, as a mechanism for reaching has been developed to represent that of market between Gatwick Airport and Designed as a training programme that situated at the front of the platform to help potential customers during the booking an airline captain with wit and charm – central London. proactively engages its workforce by using customers with queries about the service process or during their flight. someone who is confident, comfortable drama and theatrical elements to spark and onward travel into London. In addition, The current focus for Gatwick Express is and unflappable. ACHIEVEMENTS interest and maintain attention in trainees, Gatwick Express has installed flight departure on customer relationship marketing, with the Gatwick Express has the highest customer Leading Lights helps frontline staff identify boards on the platforms at Victoria to allow objective of ensuring consistent and frequent www.gatwickexpress.com satisfaction levels of any train operating different types of customers so they can passengers to check the status of their communication with the customer base, company in the UK. In the 2007 National deliver exceptional service that meets the departing flight. providing news about promotions, new Passenger Survey, Gatwick Express scored passenger’s individual needs. The emphasis Whether travelling for business or pleasure products and service enhancements. Things you didn’t know about 94 per cent, an industry record and the is on achieving targeted, long term change in the emphasis is on comfort. Gatwick Express’s Gatwick Express became the first train Gatwick Express seventh consecutive time over a four-year day-to-day behaviour and performance. First Class interiors aim to provide a calming company to sell visitor Oyster cards onboard period that Gatwick Express has held the Gatwick Express has the highest levels of and spacious, air-conditioned environment for or at the ticket office in partnership with Every year 1.6 million miles are travelled number one position. employee satisfaction (as tracked in the customers to make the most of their time (TfL). This new initiative by Gatwick Express, the equivalent to Delivering excellent customer service is a Group employee survey) whilst travelling to or from the airport. was launched at a press conference at City over six times the distance to the moon. constant challenge and the demands of across all Group companies, and in March Express Class includes modern, comfortable Hall with the Mayor of London. customers are constantly evolving. Gatwick 2006 Gatwick Express saw their satisfaction seating, air-conditioned surroundings and Gatwick Express also realises the potential Gatwick Express actively recruits multi- Express is always looking for innovative ways ratings increase to a record 85 per cent from attentive staff, a full refreshment trolley of the ski and snowboard market which national and multi-lingual customer to improve the way in which staff interact 78 per cent. service as well as room for luggage. it is targeting through sponsorship of the service staff to reflect an increasingly non-English speaking customer base. As 1936 1939 1955 Late 1950s 1980s 1984 1990s 2005 2008 a result, more than 35 languages are now Gatwick Airport opens The airport station is World War II sees the The airport is sold A new airport terminal is The current station The first dedicated Gatwick Airport Gatwick Airport has Handover of the spoken across the team. All employees with one terminal, situated one mile airport being used as by Airports Limited built and the Gatwick building is erected Gatwick Express continues to expand. 32 million passengers Gatwick Express who speak a foreign language are given which is known as south of the current a military base. to the state and a Racecourse station is and business at service is formed to passing through it. franchise to Southern name badges with flags to depict which ‘The Beehive’ due station, and is used to period of major developed into a dedicated Gatwick Airport provide a rail-air link This is expected to is due to take place – languages they speak. to its distinctive service Gatwick development begins. airport station. The train link expands rapidly. to the airport. grow to 40 million part of the Department cone shape. Racecourse. to Gatwick is limited, using by 2008. for Transport’s Brighton Each day, 14,000 passengers travel on dedicated carriages from Mainline Route Gatwick Express. part of another service. Utilisation Strategy.

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