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British Airways has transformed part of Raffles Place MRT station
in Singapore into a famous London Underground station. This is part of the airline’s “London is closer than you think” campaign which aims to bring some of London to Singapore to remind customers that British Airways knows London
better than any of its competitors.
The engaging artwork shows break throughs in the station walls, revealing London’s Gloucester Road station. To provide a complete London experience, friendly
‘station masters’ in authentic London Underground uniforms will also greet surprised commuters with a chirpy “Morning guv!”. Shouting helpful reminders in familiar
London Underground terminology such as “Mind the gap!”, “Stand clear of the doors!” and “Let passengers off the train first please!,” they will ensure that commuters
have a real London experience.
The ‘station masters’ will also be holding directional signs pointing the way to famous London landmarks such as Trafalgar Square and Buckingham Palace. These
signs will reiterate the campaign tagline “London is closer than you think”, reminding
commuters that a special all-year round return fare to London is just
Sin$998.
From 30 June to 1 July, limited edition London tourist maps which feature pop-ups of London landmarks such as the London Eye, Big Ben and the London Bridge will
also be distributed at the stations. These maps will list useful travel information such as the Top 20 must-do activities and must-see sights in London.
Rob McDonald, Marketing Manager, British Airways South East Asia said, “We sourced actual London Underground uniforms and images of Gloucester Road station for
the campaign to ensure that Singaporeans get an authentic experience. British Airways aims to bring London closer to Singaporeans and give them the feeling that
they’re already in Britain’s capital city and hopefully inspire them to visit one of the most exciting cities in the world.”
The ‘station masters’ will be on duty on 23, 30 June and 1 July, during the morning and evening rush hours. The campaign is part of an Asia-Pacific wide campaign that
aims to make British Airways synonymous with London.
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