Content strategy for Heathrow Express

The challenge

Heathrow Express knew a significant proportion of their travellers were self-employed entrepreneurs. But how could they communicate usefully and effectively with them?

The solution

I suggested revamping their monthly emails which were dull and very offer-driven and adding fresh content on-site that would appeal to this audience in particular.

The creative

Working closely with the marketing team at Heathrow Express and one of the content strategists at iCrossing, I designed a suite of monthly content to run on the Heathrow Express website – an interview with a high profile entrepreneur, a short ‘how to’ guide solving problems specific to this audience, a business travel guide to a major world city and a range of London-focussed guides for inbound entrepreneurs arriving at Heathrow.

The #Smart interviews were particularly successful. I managed to secure interviews with some of the world’s most famous entrepreneurs and business people: Richard Branson, James Dyson, Sir Martin Sorrel, Peter Jones, Deborah Meaden, Lord Maurice Saatchi all answered my questions.

I wrote short, punchy emails with teaser copy to get people to click through and read the full features on the Heathrow Express website. I worked with the insight team at iCrossing to continually improve click through rates, by trying different formats and copy too.

The project ran for nearly three years.