LONDON – April 2021 – Global entertainment and aviation media specialist Spafax announced today that its integrated creative studio produced a new creative strategy, visual identity and suite of branded content for Heathrow Express TV.

Heathrow Express TV entertains, inspires and informs passengers travelling onboard from London Heathrow Airport to London Paddington Station. The new brand and refreshed on-screen communications developed by Spafax Studio can be seen across Heathrow Express’ new fleet of Class 387 trains featuring on-board HD TVs.

Karan Suri, Commercial Strategy Lead, Heathrow Express, said:

“Spafax Studio developed a creative strategy that reflected the service’s role as a gateway, creating the tagline ‘Connecting London with the World’. The result is a modern, minimalist, elegant experience that visually transports our passengers around the world.”

Taking inspiration from the classic Heathrow purple, the creative team explored the play of light in tunnels and modern travel user interface design, but it was the Heathrow Express logo roundel that created the ‘aha’ moment.

Jonathan Gilbert, Vice President of Digital Content and Development at Spafax said:

“We imagined the Heathrow Express journey as a portal that takes you from London to other countries around the world. The prominent neon circles throughout the visual identity marry this portal concept with the iconic Heathrow Express logo.”

The new onboard information system provides automated content updates over cell modem, with content scheduled dynamically according to smart triggers onboard the train. In addition to the visual idents, Spafax developed a clear, concise and accessible suite of onboard information videos, from destination announcements to onboard safety, upgrades and sales messages. All of these videos work individually and in tandem, enabling dynamic scheduling.

Jonathan Gilbert added:

“Beyond integrating the new brand identity across passenger communications, we wanted to provide Heathrow Express customers a sense reassurance on their journey. Clarity and timing of information was a key part of our strategy.”

Karan Suri, Commercial Strategy Lead, Heathrow Express, said:

“As customers look forward to travel again, we are proud to offer them a new fleet of trains complete with fast onboard WiFi, at seat USB power, HD televisions and Business First. As the UK’s leading rail service, it was important for Heathrow Express to choose a partner like Spafax who could deliver a strong new visual identity and clear communications for Heathrow Express TV that reflect our top-rated service. We’re so thrilled with what they have delivered.”