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.’
