Heathrow is aiming to highlight the “WOW” factor of being the world’s most connected airport and Europe’s most punctual and reliable hub with a new campaign focusing how travel makes us feel.
The out-of-home and digital campaign, created by St Luke’s, shows the spectrum of joyful emotions and unforgettable experiences that come with travel, inspiring desire and aspiration among travellers while reinforcing Heathrow as the gateway to the widest choice of routes and destinations.
The new destinations campaign plays on Heathrow’s three-letter IATA code: LHR. Rather than following LHR with the destination’s airport code, each execution connects Heathrow’s code to a three-letter word capturing the emotions of travel.
LHR > ZZZ shows a holiday-maker relaxing in a hammock facing a view of a calm, blue sea as the sun sets; LHR > NOM centres on a bowl of chilli-flecked ramen; LHR > WOW shows a drone-view of a speedboat through crystal clear waters.
The campaign spans more than a dozen executions with different backdrops, ranging from inspiring natural wonders and sun-soaked escapes to celebratory family occasions.
St Luke’s has also used a different typeface for each three-letter word, each of which reflects the mood. The campaign aims to inspire travellers by celebrating the emotional rewards of travel while showcasing how Heathrow’s unmatched global connectivity makes more journeys and experiences possible.
The activity breaks this week and will run throughout the year. Media is by WPP Media’s Wavemaker.
Heathrow head of marketing loyalty and customer engagement Meenal Varsani said: “Being the world’s most-connected airport is something we’re incredibly proud of, but connectivity is only meaningful because of what it enables. With this campaign, St Luke’s reframes Heathrow’s network not just as a map of destinations, but as a gateway to the moments that stay with you long after you’ve landed.”
St Luke’s joint creative officer Rich Denney added: “This new campaign is about more than destinations, it’s about the feeling of what comes next. And as the UK’s most connected airport, there’s nowhere other than Heathrow where you can reach such a breadth of experiences or emotional possibilities.”
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