The Luton Airport Express campaign, created by East Midlands Railway alongside The Leith Agency and London Luton Airport, has won an award.

They won Campaign of the Year at the National Transport Awards.

The campaign tackles misconceptions around the journey time to the airport by train and remimagines So Solid Crew’s ’21 Seconds’ into ’32 Minutes to Go’.

The campaign reached radio, TV, social and digital channels, reaching 26% of London adults by TV alone.

 “I’m absolutely thrilled to have won Campaign of the Year at the National Transport Awards. The recognition is a testament to the power of creative bravery, insight, and collaboration.

“Our partnership with The Leith Agency gave us the freedom to take a bold idea – reimagining So Solid Crew’s iconic ‘21 Seconds’ – and turn it into something that truly cut through and shifted perceptions.

“By combining cultural relevance with sharp targeting, we proved that when you take creative risks grounded in real audience insight, you can drive meaningful behavioural change. I’m incredibly proud of the EMR and Leith team for their vision, energy, and courage in making this campaign such a success.”

Jenna Cowie, Head of Marketing and Revenue at East Midlands Railway