Leith has launched an innovative campaign featuring fictional band ‘So Rapid Crew feat. Lil’ Prices’.
- The campaign remixes a 2001 hit to highlight the short journey to Luton Airport.
- Directed by Carly Cussen, the video blends humour and music.
- The campaign rectifies misconceptions about travel time to Luton Airport.
- The initiative aims to position train travel as a convenient alternative.
Edinburgh and Manchester-based company Leith has introduced the ‘So Rapid Crew feat. Lil’ Prices’ in a new campaign that cleverly reworks the 2001 number-one hit by So Solid Crew. This innovative initiative pays tribute to the swift journey from central London to Luton Airport, which is often misunderstood.
The music video, directed by Carly Cussen who has roots in the London Grime scene, amusingly alters the lyrics of the original song to promote the accessible travel to Luton Airport. With catchy phrases, the campaign underscores the convenience and affordability of the Luton Airport Express train, which takes merely 32 minutes from London St Pancras and costs approximately £10.
This strategic campaign targets the Greater London area and appears across numerous platforms including TV, radio, digital, and outdoor advertising. The goal is to challenge and change the perception that journey to Luton Airport is lengthy, presenting it instead as a time-efficient and cost-effective option.
Jenna Cowie from EMR expressed that the main challenge was addressing the misconception about journey duration, stating it often deters passengers from choosing rail travel. The partnership with Leith aims to change this narrative by vividly demonstrating the efficiency of the Luton Airport Express.
Natalie Sanderson of Luton Airport Express added that the service is a well-kept London secret, stressing the travel option’s ability to provide a stress-free start to any journey. Meanwhile, Ed Brooke from Leith highlighted the campaign’s bold approach and memorable execution, noting the creation of an uplifting project that stands out in a typically monotonous market.
The campaign successfully highlights the convenience of the Luton Airport Express, reshaping public perception.
