London Luton Airport Ltd has recently appointed BDS to develop a Sponsorship Strategy and Business Plan for the Direct Air Rail Transit (DART), which is due to open in 2021. The DART is a £225m investment, which will provide passengers with a more environmentally friendly and efficient transport link between the Airport and Luton Airport Parkway Station. It will replace the existing bus system.

The project is part of a broader £1.5bn, 10-year Luton Investment Framework plan, which includes building new offices, hotels and business parks near to Luton Airport Parkway Station, including in Bartlett Square.

Luton Airport currently attracts 18 million passengers per annum and it is estimated that by 2029 there will be 25 million passengers each year. The DART forms a major part of this development and growth strategy.

The Brand Sponsorship Strategy and Business Plan will provide recommendations on the commercial programme for DART, including how potential partners can engage with the high volume of annual passengers at Luton Airport but also, to significantly increase the sponsorship value by building other assets, such as signage on major nearby roads and brand presence at mainline stations, into the sponsorship opportunity.

Last Updated on April 3, 2021