Brisbane Airtrain is undergoing a major revamp driven by customer data to snare a greater share of traffic to and from the airport now that economic conditions are improving in Queensland.
The company created its “No Worries” campaign using first-of-its-kind customer research* for commuters globally and will introduce a redesigned responsive website for easier bookings which will continue to offer the countrys first air rail e-ticketing system.
A joint initiative between the State government, through TransLink, and Airtrain has also seen the installation of new wide-berth go card gates for easier transport of luggage and improved commuter flow to fast-track travel for all.
Chris Basche, CEO of Airtrain, said the rebrand comes at a good time. After the states mining boom, a soft period followed, resulting in a sharp reduction in flights to mining camps and domestic tourism. The most recent projections now point to Queenslands economy potentially growing faster than any other state, he said.
“We took a long, hard look at the regions economic indicators and the conditions suggest more people will be travelling domestically to Queensland soon. Thats why were really excited to be introducing this campaign now to ensure we capture a greater share of this growing market,” he said.
Insights gleaned from Airtrains research included identifying customer motivations, aspirations and frustrations like preferring to book in advance, wanting to be in control, and disliking the feeling of being restrained.
“Our research revealed that our customers overwhelmingly love that we get them to and from the airport with fewer obstacles and uncertainties,” he said.
No Worries Advertising
As for the “No Worries” advertising, passengers will see ads that replace the real anxiety of missing a flight or getting to their destination with less stressful matters like catching waves, opening peanut bags and enjoying the weather.
Example taglines are:
- “Get from Brisbane Airport to the City, without the taxi taking the scenic route.”
- “Worry about packing your boardies for the Brisbane winter, not getting to your hotel.”
- “Get a lift from the station to your door without bugging your mum.”
Basche said Airtrain plans to share this campaign and increase ridership by driving awareness, trial and advocacy in Queensland, Sydney, Melbourne, and New Zealand.
“When it comes to travel, there are many things out of our hands, but the one thing Airtrain can control is the customer experience. The marketing team have worked very hard to understand what people would like from airport transfers and the research findings have been used across our entire business plan,” he said.
Brisbane Airtrain is the fastest, easiest and most cost-effective way to reach Brisbane, the Gold Coast and suburbs from Brisbane Airport. Trains depart every 15 minutes from the city in peak periods and every 30 minutes in off peak periods to the airport in only 24 minutes. Additional services include a Gold Coast Train & Transfer (AirtrainConnect) service providing transfers for customers travelling between Brisbane Airport and their Gold Coast accommodation.
Airtrain Holdings Limited is an unlisted public company that owns the concession until 2036 for the Brisbane Airport Rail Link which consists of an 8.5km elevated railway and stations at Brisbane Airports international and domestic terminals. Airtrain commenced operations in 2001 and is the sole rail service connecting Brisbane Airport to the CBD, the wider Queensland Rail passenger rail network and the Gold Coast. In the last year there were 1.8 million passenger trips on the Airtrain, and more than 20 million passenger trips have been made since its launch in 2001. For further information, please visit www.airtrain.com.au.
Research Agency: Sprout Research
Media & Creative Agency: BCM
Social & Digital Agency: Liquid Interactive
Public Relations: Crossman Communications
*Note to Editors: Research was conducted in January and February 2015 via seven focus groups, 10 in-depth interviews, three ethnographic studies and online surveys among 2000 respondents based on inbound and outbound and specific Australian regions and New Zealand across Australia. Implicit testing was achieved through Mindsight that allowed Airtrain to uncover authentic emotional insight from customers before the rational mind could edit responses.
For more information on Airtrain services and updates, passengers are encouraged to visit www.airtrain.com.au.