Network Rail has found up to a quarter of people who use stations are not there to travel but to shop, eat or meet. The track operator which also directly controls 18 of Britain’s biggest stations, including King’s Cross, said that they were becoming “destinations in their own right” after a sharp increase in the number of shops and cafes on concourses.
KINGS CROSS KEY STATISTICS
As King’s Cross station is home to a variety of stores such as American Apparel, Oliver Bonas & the Harry Potter Store this has caused an increase in commuter browsing, and the station now has an average dwell time of 25 minutes. King’s Cross is also host to a number of gourmet eateries such as Leon; a brand changing the way of fast food by ensuring all their produce is flavoured naturally and full of goodness, and Wasabi; a contemporary restaurant serving freshly made sushi.
A number of renowned brands such as Starbucks, BMW, Hilton and Spotify all carried out experiential campaigns in Kings Cross with phenomenal success.
These campaigns allowed not only for an increase in brand awareness but also for a higher level of engagement with commuters and passers-by. The Hilton event in particular generated a lot of attention and positive customer brand experience through a variety of wins, as the concept was “Everyone’s a Winner” with over 2000 prizes available. Prizes included b Hilton Branded Chocolates, 12X 1-night stays at Hilton hotels in Europe, 195x £100 Honors Vouchers, 1x Star Prize 14night stay for 4 people anywhere in the world including flights! The activity was very entertaining and suitable for families and busy commuters alike as the total dwell time did not exceed a few minutes.
This premium venue provides the ideal space for promotional and experiential opportunities in the heart of London.
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