Chief Smile Officer

We appointed travel broadcasting icon Judith Chalmers to the role of ‘Chief Smile Officer’, helping travellers have a smiley start to their trips.

The campaign was based on the brand’s advertising campaign – Travel with a Smile. Research was conducted through our polling arm OnePoll, which revealed that the average adult gets into a grumpy mood five times each week, and it takes 20 minutes to come out of it, and 31% said booking a holiday never fails to put them in a good mood. We signed up holiday legend Judith Chalmers to spread her holiday cheer to passengers on the Heathrow Express and offer tips through the media on how to travel with a smile. We created a landing page with Judith’s smiley tips, a video of her on the train, and a social cut for ‘positive new’ pages on social media.

All in all, we generated 146 pieces of coverage, along with a weekly listenership reach of 5.1 million across radio outlets and 68,000 views on the video.

It was a very smiley campaign… do you wish you were here?