The project objective at UP Express was to deliver non-fare revenue through a strategic partnership program.
LANG approached the partnership process by evaluating the needs of passengers to and from Union Station and Pearson Airport. With a captive audience for the 26 minute ride, LANG packaged the marketing assets on board and in-station by understanding the needs of the travellers and identifying industries that would both deliver on those needs and leverage the medium for mutual benefit.
Due to LANG’s strategic approach in creating mutually beneficial partnership programs, UP Express was able to sign major multi-million dollar “founding-partnerships” with CIBC, Cisco, Deloitte and Rogers. LANG’s game changing partnerships enabled UP express to maximize customer experience, exceeded non-ridership Revenue (cash and in kind) targets, establish financial stability, achieve operational efficiency and build corporate relationships.