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Brand and Retail
This year’s festive campaign for Heathrow looks to avoid the traditional Christmas cliches, instead ‘On This Day’ focuses on intimate moments between travellers departing for their festive journeys and the memories they share on the way.
With Summer being the busiest time of year for Heathrow, we are encouraging travelers to begin their holiday at the airport before they even step on the plane.
Our summer campaign aims to highlight that Heathrow can be a paradise for every kind of shopper, from foodies to fashionistas. With its range of shops and restaurants to rival the best shopping centers; its high-end boutiques and high street favorites, paradise begins at Heathrow, not at the final destination.
The campaign stretched across DOOH, digital platforms & social, and will run across the summer.
After a few tough years with Covid travel restrictions and lock downs, Heathrow wanted to get people flying and buying again at Christmas.
Historically all the emotional power of airports lay in arrivals (we’ve all seen that Love Actually moment), but that doesn’t give people a reason to fly from Heathrow or make people excited to spend time (and money) there.
We needed to reposition the emotional centre of gravity from the finale moment to the opening chapter of the journey ahead; a place not only worth spending time in but spending more for.
‘Depart as you mean to go on this Christmas’ was therefore our clarion call to jet off in style from Heathrow and give yourself the launchpad your special journey deserves.
The campaign ran across all channels (VOD, OOH, Cinema, owned and earned media), and received a 5-star review from System1.
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