Heathrow Airport has this week launched a new integrated campaign to highlight the wide variety of skiing destinations that it offers routes to during the peak winter sport season.

Tapping into the upcoming February half-term holiday buzz, the airport will be looking to position itself as the go-to destination for tourists to kick-off their skiing trips.

Developed by creative agency St Luke’s, ‘The best trip starts here’ plays on the symmetry of flight paths and the tracks left by skiers to illustrate routes to a range of global locations including Geneva, Lyon, Innsbruck and Denver.

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

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“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.”

With assets rolled out across digital out-of-home, digital display, print and social media, the campaign will run for the next two months, while the overarching ‘The best trip starts here’ creative will re-emerge at key points throughout the year, with more destinations and experiences set to be showcased.

St Luke’s joint chief creative officer, 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.”