Heathrow Express is putting travellers and their reason for using the service front and centre in a new campaign timed to coincide with the peak summer season.
“It’s got to be Heathrow Express” has been devised by St Luke’s, with media being handled by Wavemaker. Each execution opens with a headline beginning “When…”, then names the specific journey that matters to the traveller, whether that’s a flight to catch or a meeting to make.
By grounding the work in real, recognisable moments of purpose, the campaign aims to connect instantly with the audience before landing on Heathrow Express as the fast, reliable way to make it happen.
Each execution follows the same logic: the traveller’s stakes are established, the pressure is real, and Heathrow Express is the obvious, only answer. The line “It’s got to be Heathrow Express” is designed to carry the weight of both reassurance and inevitability.
The campaign breaks this week across OOH, DOOH, digital banners, in-flight entertainment and online video, in 15- and 30-second formats.
Heathrow Express business lead Aoife Considine said: “We know people choose Heathrow Express for lots of different reasons. Some want the fastest route into central London, others value the comfort, space and convenience we offer when travelling to or from the airport.
“This campaign focuses on those real customer needs and reminds people why Heathrow Express continues to be a trusted choice for so many journeys.”
St Luke’s chief creative officer Rich Denney added: “Thousands of people use Heathrow Express every day, each with a different reason for traveling. Some are setting off on the holiday of a lifetime, some are coming back to be reunited with friends and family.
“Every reason is unique, with its own story. This new work celebrates the simple truth that every journey has meaning, and it’s better with Heathrow Express.”
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