St.Luke's Launches Heartwarming Spot for Heathrow Airport

Heathrow Airport just launched a new campaign showing travelers that great trips start even before they board the plane.

Made together with independent agency St.Luke's, the "Heathrow Signs" initiative includes placing thoughtfully written signages across the airport to bring a smile to passengers' faces. 

The efforts were marked by a 30-second advert highlighting the unique travel experience that the airport offers, from the time flyers enter the airport until they board their plane. 

St.Luke's Chief Creative Officer Rich Denney shared the idea behind the initiative, saying that by enhancing the signages with emotional benefits unique to travelers, the campaign can "demonstrate that the best trips start at Heathrow in a distinct and memorable way."

To further boost its marketing campaign, the airport has also launched several out-of-home (OOH) and social media initiatives that bring to light the benefits of traveling with Heathrow, from its retail offerings down to its easy-access mobile app.

"With Heathrow, travelers don’t have to wait until they get to their destination before the holiday mood takes over, and with 'The best trips start here,' St Luke’s has done a great job of bringing that to life, while highlighting our brilliant colleagues and airport services," Heathrow Airport Head of Marketing Meenal Varsai explained.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by heathrow_airport (@heathrow_airport)

Additionally, Heathrow also expanded its growing list of establishments spread across terminals, including the newly opened wine bar "The Vinery," a new Starbucks, and the first Jones the Grocer store in the U.K.

Like Heathrow Airport, more and more brands are striving to adopt a purpose-driven approach to their marketing strategy due to changing audience behavior.

This is why brand purpose is important — modern consumers learn about a company’s values and social initiatives before taking action, prioritizing more than just the products or services they offer.

In this case, Heathrow's new spot shows people that it takes pride in providing even the littlest comfort to travelers.

Signs of Joy

The short advert starts with two friends utilizing the Heathrow Pod Parking service, making traveling from different spots in the airport easier for them.

It then showcases some of Heathrow's updated signages, with one reading "Leave your car" pointing to one direction, and "Leave your worries" pointing to the other. 

Elsewhere in the airport, a mom and her daughter spend quality time in World Duty Free, as an in-house make-up artist applies eyeliner on the older woman.

Nearby, a sign reads: "Preflight treat. Luxury retreat."

Last, an elderly couple boards a Heathrow assistance vehicle, before the airport assistant notices that one of them dropped an envelope. It turns out that it contains the man's speech for his daughter's wedding. 

The ad ends with the couple leaning their heads to each other's, as a nearby sign reads "A little help. A big occasion."

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by heathrow_airport (@heathrow_airport)

Heathrow Airport's latest initiative will run until mid-September alongside several digital, online, and social efforts. 

Not long after it launched its campaign, the airport also announced adding football and pong tables in all of its departure lounges, allowing waiting passengers to pass the time with engaging games. 

"Heathrow Signs" marks one of the latest works to come out of St.Luke's. Previously, the agency worked with South Western Railway on a campaign bringing back the transportation company's iconic "Bird Fluencers" for a short animated spot.