Luton Airport Express (LEX), the high-speed rail link connecting London St Pancras to London Luton Airport, has appointed Atomic London to create a new campaign promoting its refurbished train fleet and train-to-plane service, following a three-way pitch among roster agencies.
Atomic has been tasked with developing a long-standing creative platform which continues to build upon LEX’s previous work and engages new audiences while communicating the benefits of its upgraded fleet of trains – from speed and ease, to comfort and sustainability.
The campaign will launch in 2026 and run across TV, radio, social and digital channels, supported by a toolkit for LEX’s internal teams.
The service, which runs on the EMR Connect line from London St Pancras, enables customers to reach Luton Airport in as little as 33 minutes. The journey time includes the transfer onto the Luton DART, which takes passengers directly into the airport terminal.
It is claimed the service provides the fastest and most convenient connection between central London and Luton Airport, making it a compelling alternative to other airports – and to travelling by car. As part of its green agenda, LEX aims to shift a significant amount of passenger traffic from road to rail.
LEX head of revenue and marketing Jenna Cowie said: “Atomic’s creative platform really stood out for us – fun, distinctive, memorable, disruptive and brilliantly branded. It’s underpinned by clear strategic thought, ensuring customers will know just how quick and easy it is to reach Luton Airport with LEX, and now in more style than ever.”
Atomic managing director Louise Rudaizky added: “This is a brilliant opportunity for Atomic. We’ve worked with EMR on many briefs over the years, but never on LEX. Building on the music platform was a joy during the pitch, and developing a simple, standout idea for such a distinctive brand was a lot of fun – making it will be even better.”
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