Tata launches branded Heathrow trains

Tata Communications’ branded Heathrow Express trains have rolled into service. Heathrow Express is an airport train service from Heathrow airport to Central London.

This is part of a campaign that will see the company wrap Heathrow Express’s entire fleet of trains.

Tata Communications will also be using on-board digital screens and TV-spots alongside digital airport panels and cross track advertising to raise awareness of its role as a global connector of businesses through its global network, cloud enablement and mobility solutions.

Building on the theme “We’re the connection,” the campaign will play up the shared role of Tata Communications and the Heathrow Express in connecting businesses and people around the world.

The designs of the train wraps and advertising executions feature bold, colourful photography and surprising facts and statistics about Tata Communications’ capabilities, alongside the “We’re the connection” message, highlighting the scale and variety of the company’s global operations.

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Campaign creative was developed by McCann Enterprise. Media was planned and booked with JCDecaux Airport UK by Initiative and OOH specialist Rapport.

This is the first UK advertising sponsorship deal for Tata Communications, the flagship communications arm of the US$100 billion Tata group.

Julie Woods-Moss, chief marketing officer, Tata Communications, said, “For B2B brands like Tata Communications, it can be a challenge to find great brand platforms. The role of Heathrow Express matches our role as a connector of businesses and people globally. We bring cloud, mobile and network services to enterprises across 240 countries, at the highest speed possible.”

Fraser Brown, Heathrow Express director, said, “Connecting business travellers from around the world, at speed, is a goal we share with Tata Communications. Speed is at the heart of our service, and that’s why business travellers continue to use our trains. With all this in mind, we’re delighted to have joined forces with Tata Communications.”