FreeCards to target Heathrow-bound ABs

FreeCards Media and Heathrow Express have launched a postcard advertising scheme to capitalise on the predominantly wealthy business audience that uses the Heathrow Express.

FreeCards Media and Heathrow Express have launched a postcard

advertising scheme to capitalise on the predominantly wealthy business

audience that uses the Heathrow Express.



FreeCards Media is offering six companies the opportunity to advertise

for two-week runs using postcards on the train journey between

Paddington Station and Heathrow Airport.



The cards are available from dispensers situated on each of the train’s

four carriages.



The initial two-week run to the end of November was booked by BNP

Solutions in Media for Compaq. FreeCards is now in discussion with three

other clients interested in taking the slot for December.



FreeCards claims that the high proportion of AB class travellers in the

25-44 age range using the Heathrow Express make it a particularly

attractive audience.



Some 61 per cent of the 15,500 travellers using the train service each

day are classified as AB with a 50 per cent split between Europeans and

Americans.



The only other form of advertising on the Heathrow Express is digital

TV.



Tony Sharman of FreeCards Media said: ’Heathrow Express in association

with FreeCards Media represents a unique opportunity in an uncluttered

environment to target an audience which is 61 per cent AB. Your audience

is captive for 15 minutes.’



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