The fifth challenge found the contestants at Luton Council, where an integrated marketing campaign plan was needed to promote the Luton Direct Air-Rail Transit (DART).
The council has promising plans to increase London Luton Airport’s market share growth within London and the South-East aviation system, particularly within the North London marketplace. This plan formed the basis of the fifth leg of the 2019 LG Challenge delivered by Robin Porter, Chief Executive (CEx) of Luton Council and former LG Challenge contestant Nikki Middleton, Interim Service Director, Revenues, Benefits and Customer Service at Luton Council.
Teams were led by Celia Prado-Teelingfor Team Ignite and by Susie Grounds, for Team Thrive.
A site visit to Hart House, a council premises, allowed the contestants to see the DART coming to life. Upon the roof terrace on a sunny Monday afternoon, they were able to ask Gary Collins, London Luton Airport Limited Strategic Development Manager and Phil Hobson, Project Director at Kier questions about the DART construction.
Back at Luton Town Hall, two focus groups were held with local Voluntary and Community sector members and residents. This allowed contestants to gather crucial insight and really dig deep to find out what the overall feel of the DART has on residents.
Team Ignite presented ‘Closer, Easier and More than you think’, where the team proposed a bold and provocative approach that directly challenged people’s commonly held misconceptions around proximity, ease of access, comfort and quality by comparing people’s perceptions against the new reality.
Team Thrive presented ‘Fly Luton’ which had the ambition for Luton to be the airport of choice for both business and leisure travellers, looking to take the strain away from Luton’s roads by encouraging travel to the airport by train.
The final results were really close, but in the end it was Ignite’s marketing plan won them the fifth challenge.