Luton Airport Express Appoints Atomic London to Create New Integrated Campaign

Luton Airport Express (LEX), the high-speed rail link connecting London St Pancras to London Luton Airport, has appointed Atomic London to create a new through-the-line campaign promoting its newly refurbished train fleet and seamless train-to-plane service. The appointment follows a three-way roster pitch.

Atomic has been tasked with developing a longstanding creative platform and ownable idea which continues to build upon LEX’s previous work, engaging new audiences to drive transport behaviour change while communicating all the benefits of its upgraded fleet of trains – from speed and ease, to comfort and sustainability.

The campaign will launch in 2026 and run across TV, radio, social and digital channels, supported by a toolkit for LEX’s internal teams.

The Luton Airport Express runs on the EMR Connect service from London St Pancras, where customers can reach Luton Airport in as little as 33 minutes. This journey time includes the seamless transfer onto the Luton DART, which takes passengers directly into the airport terminal. The service provides the fastest and most convenient connection between central London and Luton Airport, making it an even more compelling alternative to other airports – and to travelling by car. As part of its green agenda, LEX aims to shift a significant amount of passenger traffic from road to rail.

Jenna Cowie, head of revenue and marketing at Luton Airport Express, said, “Atomic’s creative platform really stood out for us – fun, distinctive, memorable, disruptive and brilliantly branded. It’s underpinned by clear strategic thought, ensuring customers will know just how quick and easy it is to reach Luton Airport with LEX, and now in more style than ever.”

Louise Rudaizky, managing director at Atomic, added, “This is a brilliant opportunity for Atomic. We’ve worked with EMR on many briefs over the years, but never on LEX. Building on the music platform was a joy during the pitch, and developing a simple, standout idea for such a distinctive brand was a lot of fun – making it will be even better.

“This win also builds on the strength of our recent creative output for Greater Anglia and Ladbrokes, showing how we’re consistently delivering big, mass-appeal ideas that work across channels to drive transformational growth. We’re excited to bring that same energy to LEX and help establish it as the obvious choice for fast, stylish and sustainable airport travel.”