Paddington station has undergone major improvements since its opening in 1860, such as the restoration of Brunel’s original roof and the opening of The Lawn area at the station, which now boasts 40 retail and dining units.
Challenge
To support the re-launch of the station, ABM Experience Solutions supported Paddington in the lead up to Valentine’s Day with a 4-day event designed to drive generate increased loyalty and appreciation of the station amongst its passengers.
Solution
ABM Experience Solutions designed and installed an interactive demonstration counter in Heathrow Terminal 5, adorned with large screens and product displays. This was supported by trained brand ambassadors who were sourced based on their sense of style, strong interest and knowledge of music and extensive product knowledge.
Utilising Heathrow’s bespoke experiential space situated in a high footfall area, they were able to capitalise on the high dwell times, encouraging passenger interaction and driving sales especially around the Christmas period.
Located in the departure lounge of Heathrow Terminal 5, the stand was adorned by large screens, product displays and an interactive demonstration counter. the new wireless product range, which were also available for sale on-site.
Moreover, building on the brand further, the importance of the brand ambassador team was noted for it’s importance in customer engagement, product interaction, and brand management.
Benefits
The event was a huge success, with the station seeing a significant rise in footfall and retailers recording a notable sales spike. As part of the activity, the station operator ran its first ever Facebook Live activity, which attracted 30,000 likes and 9,000 shares. The activity was so successful, other stations around the UK have planned to host their own ‘Love From…’ campaigns.
