SlideShare a Scribd company logo
1 of 1
Download to read offline
HEATHROW                  Switch to
                           the train
                                       Heathrow is one of the world’s busiest airports, used by over 50 million
                                       people a year. In the early 1990s, BAA, its operator, set up a joint
EXPRESS:                               venture with British Rail to build a fast rail link to central London.
A BETTER WAY                           But how would it tempt passengers away from the cheaper Tube
                                       or from the privacy of cars?

                     Airline service
                                       in effect, reinvented the rail link. The model would be airline service
                                       standards, with high speed, high capacity, high levels of information
                                       and special ticketing. Rather than just a piece of infrastructure,
                                       this would be a seamless part of the customer’s whole journey.
                                       Wolff Olins designed almost every aspect of this customer experience,
                                       from the station architecture at Heathrow, through train interiors,
                                       to details like tickets and uniforms. We advised on pricing and
                                       ticketing, helped create the on-board television service, and inspired
                                       a highly professional service culture. And to signal this dramatically
                                       new way to travel, we created the Heathrow Express brand.

                          A third of   Heathrow Express launched in June 1998, making an immediate
                                       impact. Over 50 million people have used the service since its launch.
                                       It now carries more than 16,000 passengers a day, 34% of all airport

                                       National Passenger Survey (UK) in 2008, for the seventh consecutive
                                       year. It is one of the most successful air-rail links in the world.



Wolff Olins

+44 20 7713 7733
+1 212 505 7337
+9 7144 01 9581
www.wolffolins.com                     © 2009 Wolff Olins Limited. All rights reserved.

More Related Content

What's hot (12)

Comparision of feature of Economic Survey of Transprot and Communication
Comparision of feature of Economic Survey of Transprot and CommunicationComparision of feature of Economic Survey of Transprot and Communication
Comparision of feature of Economic Survey of Transprot and Communication
 
Improving Transport Demand Management of Cities
Improving Transport Demand Management of CitiesImproving Transport Demand Management of Cities
Improving Transport Demand Management of Cities
 
Airportpluscity
AirportpluscityAirportpluscity
Airportpluscity
 
Jcda1
Jcda1Jcda1
Jcda1
 
Airbus unveils transparent airplane
Airbus unveils transparent airplaneAirbus unveils transparent airplane
Airbus unveils transparent airplane
 
Traffic Calming (Voca meeting)
Traffic Calming (Voca meeting)Traffic Calming (Voca meeting)
Traffic Calming (Voca meeting)
 
group proposal
group proposal group proposal
group proposal
 
The quadrantis , city of pacific. it is (3)
The quadrantis , city of pacific. it is (3)The quadrantis , city of pacific. it is (3)
The quadrantis , city of pacific. it is (3)
 
FNBE march intake 2015 ENBE final project future city
FNBE march intake 2015 ENBE final project future cityFNBE march intake 2015 ENBE final project future city
FNBE march intake 2015 ENBE final project future city
 
UPDATED FUTURE CITY TEMPLATE
UPDATED FUTURE CITY TEMPLATEUPDATED FUTURE CITY TEMPLATE
UPDATED FUTURE CITY TEMPLATE
 
Australian road trains
Australian road trainsAustralian road trains
Australian road trains
 
ประเทศเกาหลี
ประเทศเกาหลีประเทศเกาหลี
ประเทศเกาหลี
 

Viewers also liked

Work Samples 05052016 v1 SHORT
Work Samples 05052016 v1 SHORTWork Samples 05052016 v1 SHORT
Work Samples 05052016 v1 SHORT
Michael Nash
 
Luxottica wholesale
Luxottica wholesaleLuxottica wholesale
Luxottica wholesale
Jenny Tang
 
300 Useful Words from Wolff Olins
300 Useful Words from Wolff Olins300 Useful Words from Wolff Olins
300 Useful Words from Wolff Olins
Wolff Olins
 
Littlewoods Case Study
Littlewoods Case StudyLittlewoods Case Study
Littlewoods Case Study
Wolff Olins
 
New Museum Case Study
New Museum Case StudyNew Museum Case Study
New Museum Case Study
Wolff Olins
 
First Direct Case Study
First Direct Case StudyFirst Direct Case Study
First Direct Case Study
Wolff Olins
 
Siegel+Gale Credentials
Siegel+Gale CredentialsSiegel+Gale Credentials
Siegel+Gale Credentials
siegelgale
 

Viewers also liked (20)

Aol. Case Study
Aol. Case StudyAol. Case Study
Aol. Case Study
 
Identica insight 01 Sexy Ugly
Identica insight 01 Sexy UglyIdentica insight 01 Sexy Ugly
Identica insight 01 Sexy Ugly
 
BU Paris - A MONTH OF IDEAS - November 2016
BU Paris - A MONTH OF IDEAS - November 2016 BU Paris - A MONTH OF IDEAS - November 2016
BU Paris - A MONTH OF IDEAS - November 2016
 
The New Mainstream
The New MainstreamThe New Mainstream
The New Mainstream
 
BU Paris - A MONTH OF IDEAS - October 2015
BU Paris - A MONTH OF IDEAS - October 2015BU Paris - A MONTH OF IDEAS - October 2015
BU Paris - A MONTH OF IDEAS - October 2015
 
Work Samples 05052016 v1 SHORT
Work Samples 05052016 v1 SHORTWork Samples 05052016 v1 SHORT
Work Samples 05052016 v1 SHORT
 
Melissa Andrada of Wolff Olins
Melissa Andrada of Wolff OlinsMelissa Andrada of Wolff Olins
Melissa Andrada of Wolff Olins
 
Luxottica wholesale
Luxottica wholesaleLuxottica wholesale
Luxottica wholesale
 
BU Paris - A MONTH OF IDEAS - November 2015
BU Paris - A MONTH OF IDEAS - November 2015BU Paris - A MONTH OF IDEAS - November 2015
BU Paris - A MONTH OF IDEAS - November 2015
 
Identica Bitesize 170114 Health on the Horizon
Identica Bitesize 170114 Health on the HorizonIdentica Bitesize 170114 Health on the Horizon
Identica Bitesize 170114 Health on the Horizon
 
7 Questions About Your M+A
7 Questions About Your M+A7 Questions About Your M+A
7 Questions About Your M+A
 
BU Paris - A MONTH OF IDEAS - Septembre 2015
BU Paris - A MONTH OF IDEAS - Septembre 2015BU Paris - A MONTH OF IDEAS - Septembre 2015
BU Paris - A MONTH OF IDEAS - Septembre 2015
 
BU Paris - A MONTH OF IDEAS - May/June 2016
BU Paris - A MONTH OF IDEAS - May/June 2016BU Paris - A MONTH OF IDEAS - May/June 2016
BU Paris - A MONTH OF IDEAS - May/June 2016
 
300 Useful Words from Wolff Olins
300 Useful Words from Wolff Olins300 Useful Words from Wolff Olins
300 Useful Words from Wolff Olins
 
Identica Insight 11 Wearable Technology
Identica Insight 11 Wearable TechnologyIdentica Insight 11 Wearable Technology
Identica Insight 11 Wearable Technology
 
Littlewoods Case Study
Littlewoods Case StudyLittlewoods Case Study
Littlewoods Case Study
 
New Museum Case Study
New Museum Case StudyNew Museum Case Study
New Museum Case Study
 
First Direct Case Study
First Direct Case StudyFirst Direct Case Study
First Direct Case Study
 
MUP Corporate identity - Brand Strategy
MUP Corporate identity - Brand Strategy MUP Corporate identity - Brand Strategy
MUP Corporate identity - Brand Strategy
 
Siegel+Gale Credentials
Siegel+Gale CredentialsSiegel+Gale Credentials
Siegel+Gale Credentials
 

Similar to Heathrow Express Case Study

European Transport Networks
European Transport NetworksEuropean Transport Networks
European Transport Networks
caglarozpinar
 
i Jessica Peters is a pseudonym. case W28C67 October 20
i  Jessica Peters is a pseudonym. case W28C67 October 20i  Jessica Peters is a pseudonym. case W28C67 October 20
i Jessica Peters is a pseudonym. case W28C67 October 20
LizbethQuinonez813
 
38803 Arup_FOR2050_pdf
38803 Arup_FOR2050_pdf38803 Arup_FOR2050_pdf
38803 Arup_FOR2050_pdf
Heather Ceney
 
38803 Arup_FOR2050_pdf
38803 Arup_FOR2050_pdf38803 Arup_FOR2050_pdf
38803 Arup_FOR2050_pdf
Lucy Gardner
 
Thinking Highways-ICM_3-11
Thinking Highways-ICM_3-11Thinking Highways-ICM_3-11
Thinking Highways-ICM_3-11
David Pickeral
 

Similar to Heathrow Express Case Study (20)

UIC High Speed Rail Brochure
UIC High Speed Rail BrochureUIC High Speed Rail Brochure
UIC High Speed Rail Brochure
 
RGIN 1410 Travelport layout final pdf
RGIN 1410 Travelport layout final pdfRGIN 1410 Travelport layout final pdf
RGIN 1410 Travelport layout final pdf
 
Btec upload
Btec uploadBtec upload
Btec upload
 
Airport connecting with other mode of transportation and infrastructure devel...
Airport connecting with other mode of transportation and infrastructure devel...Airport connecting with other mode of transportation and infrastructure devel...
Airport connecting with other mode of transportation and infrastructure devel...
 
Honolulu Authority for Rapid Transit (HART) - The Hard Reality - When All Els...
Honolulu Authority for Rapid Transit (HART) - The Hard Reality - When All Els...Honolulu Authority for Rapid Transit (HART) - The Hard Reality - When All Els...
Honolulu Authority for Rapid Transit (HART) - The Hard Reality - When All Els...
 
European Transport Networks
European Transport NetworksEuropean Transport Networks
European Transport Networks
 
URBAN TRANSPORTATION
URBAN TRANSPORTATIONURBAN TRANSPORTATION
URBAN TRANSPORTATION
 
Floating Alternative In The Thames Estuary
Floating Alternative In The Thames EstuaryFloating Alternative In The Thames Estuary
Floating Alternative In The Thames Estuary
 
i Jessica Peters is a pseudonym. case W28C67 October 20
i  Jessica Peters is a pseudonym. case W28C67 October 20i  Jessica Peters is a pseudonym. case W28C67 October 20
i Jessica Peters is a pseudonym. case W28C67 October 20
 
Fit For The Future - TfL Plan For Modernising London Underground, London Over...
Fit For The Future - TfL Plan For Modernising London Underground, London Over...Fit For The Future - TfL Plan For Modernising London Underground, London Over...
Fit For The Future - TfL Plan For Modernising London Underground, London Over...
 
131021_Aviation
131021_Aviation131021_Aviation
131021_Aviation
 
The Future of AirRail: PARTNERSHIPS
The Future of AirRail: PARTNERSHIPSThe Future of AirRail: PARTNERSHIPS
The Future of AirRail: PARTNERSHIPS
 
Bringing HSR a step closer: Building a Railway for the 21st Century
Bringing HSR a step closer: Building a Railway for the 21st CenturyBringing HSR a step closer: Building a Railway for the 21st Century
Bringing HSR a step closer: Building a Railway for the 21st Century
 
Olympic Case Study
Olympic Case StudyOlympic Case Study
Olympic Case Study
 
Tmi spy trains summer 2013
Tmi spy trains summer 2013Tmi spy trains summer 2013
Tmi spy trains summer 2013
 
Lufthansa airlines
Lufthansa airlinesLufthansa airlines
Lufthansa airlines
 
38803 Arup_FOR2050_pdf
38803 Arup_FOR2050_pdf38803 Arup_FOR2050_pdf
38803 Arup_FOR2050_pdf
 
38803 Arup_FOR2050_pdf
38803 Arup_FOR2050_pdf38803 Arup_FOR2050_pdf
38803 Arup_FOR2050_pdf
 
Thinking Highways-ICM_3-11
Thinking Highways-ICM_3-11Thinking Highways-ICM_3-11
Thinking Highways-ICM_3-11
 
Historic means of travelling
Historic means of travellingHistoric means of travelling
Historic means of travelling
 

More from Wolff Olins

Ten learnings from Wolff Olins on setting up a marketing department for success
Ten learnings from Wolff Olins on setting up a marketing department for successTen learnings from Wolff Olins on setting up a marketing department for success
Ten learnings from Wolff Olins on setting up a marketing department for success
Wolff Olins
 
WOLFF OLINS ON BRAND 2011
WOLFF OLINS ON BRAND 2011WOLFF OLINS ON BRAND 2011
WOLFF OLINS ON BRAND 2011
Wolff Olins
 
Unilever Case Study
Unilever Case StudyUnilever Case Study
Unilever Case Study
Wolff Olins
 
Tata DOCOMO Case Study
Tata DOCOMO Case StudyTata DOCOMO Case Study
Tata DOCOMO Case Study
Wolff Olins
 
Southbank Centre Case Study
Southbank Centre Case StudySouthbank Centre Case Study
Southbank Centre Case Study
Wolff Olins
 
Sony Ericsson Case Study
Sony Ericsson Case StudySony Ericsson Case Study
Sony Ericsson Case Study
Wolff Olins
 
Mercedes-Benz Case Study
Mercedes-Benz Case StudyMercedes-Benz Case Study
Mercedes-Benz Case Study
Wolff Olins
 
Macmillan Cancer Support Case Study
Macmillan Cancer Support Case StudyMacmillan Cancer Support Case Study
Macmillan Cancer Support Case Study
Wolff Olins
 
London 2012 Case Study
London 2012 Case StudyLondon 2012 Case Study
London 2012 Case Study
Wolff Olins
 
Liverpool ONE Case Study
Liverpool ONE Case StudyLiverpool ONE Case Study
Liverpool ONE Case Study
Wolff Olins
 
Ilori Case Study
Ilori Case StudyIlori Case Study
Ilori Case Study
Wolff Olins
 
Frito-Lay TrueNorth Case Study
Frito-Lay TrueNorth Case StudyFrito-Lay TrueNorth Case Study
Frito-Lay TrueNorth Case Study
Wolff Olins
 
Carter's Case Study
Carter's Case StudyCarter's Case Study
Carter's Case Study
Wolff Olins
 

More from Wolff Olins (20)

Ten learnings on thinking small for big impact
Ten learnings on thinking small for big impact Ten learnings on thinking small for big impact
Ten learnings on thinking small for big impact
 
Ten learnings from Wolff Olins on setting up a marketing department for success
Ten learnings from Wolff Olins on setting up a marketing department for successTen learnings from Wolff Olins on setting up a marketing department for success
Ten learnings from Wolff Olins on setting up a marketing department for success
 
Then, Now, Next
Then, Now, NextThen, Now, Next
Then, Now, Next
 
WOLFF OLINS ON BRAND 2011
WOLFF OLINS ON BRAND 2011WOLFF OLINS ON BRAND 2011
WOLFF OLINS ON BRAND 2011
 
Very Case Study
Very Case StudyVery Case Study
Very Case Study
 
V&A Case Study
V&A Case StudyV&A Case Study
V&A Case Study
 
Unilever Case Study
Unilever Case StudyUnilever Case Study
Unilever Case Study
 
Tate Case Study
Tate Case StudyTate Case Study
Tate Case Study
 
Tata DOCOMO Case Study
Tata DOCOMO Case StudyTata DOCOMO Case Study
Tata DOCOMO Case Study
 
Southbank Centre Case Study
Southbank Centre Case StudySouthbank Centre Case Study
Southbank Centre Case Study
 
Sony Ericsson Case Study
Sony Ericsson Case StudySony Ericsson Case Study
Sony Ericsson Case Study
 
NYC Case Study
NYC Case StudyNYC Case Study
NYC Case Study
 
Mercedes-Benz Case Study
Mercedes-Benz Case StudyMercedes-Benz Case Study
Mercedes-Benz Case Study
 
Macmillan Cancer Support Case Study
Macmillan Cancer Support Case StudyMacmillan Cancer Support Case Study
Macmillan Cancer Support Case Study
 
London 2012 Case Study
London 2012 Case StudyLondon 2012 Case Study
London 2012 Case Study
 
Liverpool ONE Case Study
Liverpool ONE Case StudyLiverpool ONE Case Study
Liverpool ONE Case Study
 
Ilori Case Study
Ilori Case StudyIlori Case Study
Ilori Case Study
 
GE Case Study
GE Case StudyGE Case Study
GE Case Study
 
Frito-Lay TrueNorth Case Study
Frito-Lay TrueNorth Case StudyFrito-Lay TrueNorth Case Study
Frito-Lay TrueNorth Case Study
 
Carter's Case Study
Carter's Case StudyCarter's Case Study
Carter's Case Study
 

Heathrow Express Case Study

  • 1. HEATHROW Switch to the train Heathrow is one of the world’s busiest airports, used by over 50 million people a year. In the early 1990s, BAA, its operator, set up a joint EXPRESS: venture with British Rail to build a fast rail link to central London. A BETTER WAY But how would it tempt passengers away from the cheaper Tube or from the privacy of cars? Airline service in effect, reinvented the rail link. The model would be airline service standards, with high speed, high capacity, high levels of information and special ticketing. Rather than just a piece of infrastructure, this would be a seamless part of the customer’s whole journey. Wolff Olins designed almost every aspect of this customer experience, from the station architecture at Heathrow, through train interiors, to details like tickets and uniforms. We advised on pricing and ticketing, helped create the on-board television service, and inspired a highly professional service culture. And to signal this dramatically new way to travel, we created the Heathrow Express brand. A third of Heathrow Express launched in June 1998, making an immediate impact. Over 50 million people have used the service since its launch. It now carries more than 16,000 passengers a day, 34% of all airport National Passenger Survey (UK) in 2008, for the seventh consecutive year. It is one of the most successful air-rail links in the world. Wolff Olins +44 20 7713 7733 +1 212 505 7337 +9 7144 01 9581 www.wolffolins.com © 2009 Wolff Olins Limited. All rights reserved.