UK. Heathrow Airport has launched an eye-catching campaign highlighting ski destinations which are accessible from the London hub during peak winter season.
The work of creative agency St Luke’s, the digital out-of-home, digital display, print and social campaign started on 30 January and will run for two months. It plays on the streamlined symmetry of flight paths and features static and moving graphics of skiers and snowboarders descending snowy slopes towards key destinations, ranging from Geneva to Denver.
The campaign is part of the wider Heathrow Destinations promotion, with a strapline ‘The best trips start here’, which will run throughout the year and feature other destinations and experiences which are accessible using flight paths direct from Heathrow.
Heathrow Airport Head of Marketing & Customer Engagement Meenal Varsani said: “At Heathrow, we want to highlight those unforgettable holiday experiences that begin at the airport and showcase the breadth of destinations on offer as people prepare to hit the slopes.
“Be it near or far, we want to give those more meaningful trips the kickstart they deserve this winter, starting with skiing, and this beautifully simple campaign does just that.”
St Luke’s Joint CCO Richard Denney added: “Whether it’s business or pleasure, long haul or short, Heathrow’s connections make it the best airport to take you there. And what better way to dramatise this fact by marrying the beautiful simplicity of flight paths with the experiences our passengers seek.”
 This short feature forms part of our new Sight Lines section, dedicated to the world of airport and other travel-related Out of Home advertising and communications, writes Martin Moodie. It takes the same name as a successful ezine of the same name we published from April 2019 until the pandemic brought much of world travel to a halt. We are delighted to restore it, initially in column form, as the airport advertising sector bounces back with encouraging speed and vigour. All stories are archived under ‘Airport Advertising’ on the home page drop-down menu under ‘Other Revenues’.  Nowhere do the worlds of aviation and advertising converge more than in airports, often to riveting effect. Given how airports serve a crossroads of humanity, across geographies, cultures, religions, ages, advertising serves as a kind of Esperanto of the travel and communications world, a universal language that speaks to a population constantly on the move. Digitisation, once viewed as a threat to traditional airport advertising as millions of consumers looked down at their mobile devices rather than ahead (or up) at traditional advertising formats, has proved instead to be a positive game changer. Airports companies (and other travel infrastructure operators) and their concessionaires are increasingly deploying the flexibility and targetability of digital communication with thrilling impact. We’ll be devoting extensive coverage to this once again burgeoning sector with a surprise or two along the way. To borrow from both journalistic and advertising parlance, watch this space. ✈ *Send us your Out of Home advertising and communications stories to Martin@MoodieDavittReport.com |
