Heathrow has joined with independent creative agency St Luke’s to launch a touching Christmas campaign that celebrates the important role of airports in people’s memories.
With visuals focusing on meetings in the arrivals and departure zones of airports, the series of three videos focuses on human stories, with each exploring the experience of a different group of travellers.
The campaign, which includes TV VOD, cinema and social media and DOOH, as well as an OOH tv appearance in Spitalfieds Market and Lakeside Shopping Centre, will run from 6 November.
Directed by RiffRaff Films’ Ed Morris, each film ends with the tagline “Heathrow. The best Memories start here”.
The first, ‘Love’ features two lovers inspired to book future journeys together when they see older couples travelling, with the fact both actors are together in real life helping to pack an authentic punch.
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The second ‘Arrival’ showcases a multigenerational family who reminisce about a previous trip while sharing a meal at the airport’s Gordon Ramsay’s Plane Food – provoked by the visual of a photograph they look back, followed by the sharing of some exciting news by the couple.
The third film ‘Keepsake’ focuses on a father and daughter who share a heartfelt moment as they are reminded of a trip with their deceased father and grandfather. Filmed in Heathrow’s exclusive Terminal 5 Fortnum and Mason’s they each share a keepsake followed by a toast “Grandad – always with us”.
Heathrow head of marketing and customer engagement Meenal Varsani said: “Travelling during the festive season imbues a special meaning to the journey: the people you travel to see, and travel with. In our new campaign ‘On this day’ different traveller memories are celebrated as new experiences and memories are made.”
St Luke’s joint chief creative officer Rich Denney added: “The airport is a special place that can trigger memories for many of us as we set off on new adventures.”
“The departure halls also signal the start of a journey, and so it’s fitting that the characters in these films are on their way towards new beginnings at the most wonderful time of the year.”
