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Marketing Brand Strategy Heathrow

Heathrow flight path homage maps out its route to winter destinations

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By John Glenday | Reporter

January 30, 2023 | 2 min read

Heathrow Airport is courting skiers with a flight-path style illustration of the various destinations accessible.

Heathrow

Heathrow flight path homage maps out its route to winter success

Developed by creative agency St Luke’s, the campaign takes the simplicity and symmetry of the ubiquitous flight path maps and transposes them into a marketing push to illustrate the variety of exotic destinations nearby.

The first series focuses on winter breaks with a series of posters, full-page press ads and social illustrating skiers and snowboarders as they snake their way down snowy mountaintops toward Geneva, Denver and other popular destinations.

Meenal Varsani, head of marketing and customer engagement at Heathrow Airport, said: “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.”

Carrying the strapline: ‘The best trips start here’, the two-month campaign mixes static images and motion to convey its simple premise, that Heathrow is the UK’s best-connected airport.

Heathrow’s latest push marks a switch in emphasis from past campaigns, which sought to prioritize people over places for a more personable feel.

Marketing Brand Strategy Heathrow

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