Love Paddington
London Paddington

The brief

Paddington station has undergone major improvements since its opening in 1860, such as the restoration of Brunel’s original roof, a new ticket office and the opening of The Lawn area at the station which now boasts 40 retail and dining units.

To support the re-launch of the station Blackjack spread the love around Paddington station in the lead up to Valentine’s Day with a 4-day event designed to drive generate increased loyalty and appreciation of the station amongst its passengers.

The Blackjack response

Customer engagement kicked off with the distribution of 40,000 discount booklets for 18 different retailers inside Paddington station. The culmination of the activity saw the station host a full day of activities, led by an interactive social media experience using a giant heart message wall. Travellers were able to upload a personal message and strike a pose using various props.

During the day, The Lawn area saw food and drink retailers take part in sampling activities for passengers while passers-by were treated to live music.

Our favourite moment

The selfies with a certain bear that shares the name of the station were definitely a highlight for our team!

The outcome

The event was a huge success, with the station seeing a significant rise in footfall and retailers recording a sales spike.

As part of the activity the station operator ran its first ever Facebook Live activity which attracted 30,000 likes and 9,000 shares. The activity was so successful, other stations around the UK have planned hosting their own ‘Love From…’ campaigns.