The Economist has deployed its ‘Where Do You Stand?’ advertising campaign with JCDecaux Airport at Heathrow Express, the airport rail link and fastest transfer between Heathrow Airport terminals and central London.
Asking commuters where they stand in current debates, the advertisements, created by Abbott Mead Vickers BBDO, are set to run for two weeks on Heathrow Express’s cross-track posters and will target The Economist’s intellectually-curious readership in a premium Outdoor environment.
The Economist’s high-quality, international content is acclaimed for its critical analysis, independence and unique insight. Presenting arguments for and against on two cross-track posters, placed in conjunction with each other, the series of executions present a debate before passengers’ eyes and will cover a variety of topics, such as: Britain’s membership of the European Union, fracking as an energy solution, and the use of electronic surveillance by governments around the world.
"The latest Where Do You Stand? ads focus on issues that are of global importance today and for the future,” said Susan Clark, Chief Marketing Officer of The Economist. “We want to bring these issues to the fore to encourage people to think and take a stance. In true Economist style, the ads offer a balanced set of arguments that challenge existing viewpoints and stimulate debate."
Steve Cox, Marketing Director of JCDecaux Airport said: “As the fastest way to travel to Heathrow Airport from Central London, Heathrow Express reaches approximately 16,000 elite and influential passengers with an international agenda and influential mindset every day. As part of a particularly business-focused Out of Home environment and upmarket rail service, our cross-track panels at Heathrow Express provide the perfect environment for The Economist to target their ideal audience.”
Passengers are invited to vote where they stand through a text code printed on the multiple executions in order to receive a free copy of The Economist.