Luton Airport Express Appoints Atomic London to Create New Integrated Campaign

As featured in Campaign (link)

Luton Airport Express (LEX), the high-speed rail link between London St Pancras and London Luton Airport, has appointed Atomic London to lead its new integrated creative campaign.

The agency will develop a fresh brand platform and enduring creative idea that builds on LEX’s existing work while widening its appeal. The campaign will showcase the rail link’s newly refurbished fleet and highlight the speed, comfort and seamless train-to-plane experience it offers.

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

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 grounded in clear strategic thinking that shows customers 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 London, added: “This is a brilliant opportunity for Atomic. We’ve worked with EMR for many years, but never on LEX. Building on the music platform during the pitch was a joy, 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 work for Greater Anglia and Ladbrokes, showing how we’re 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.”