Heathrow Airport has this week launched a new integrated campaign to showcase the range of African destinations it offers flights to.

Developed in partnership with London agency St Luke’s, the creative will be centred around the streamlined symmetry of flightpaths tracing direct links between the airport and iconic African cities.

The three hero executions will run across digital out-of-home, digital display, social and print through to mid-July, with bespoke creatives for each destination.

“With this simple yet evocative campaign, we want to remind people that truly memorable trips begin at the airport, while highlighting the inspiring and diverse range of destinations that Heathrow can offer people seeking to explore Africa,” Heathrow Airport head of marketing and customer engagement, Meenal Varsani said.

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This latest ‘destinations’ campaign builds on St Luke’s winter push for Heathrow which positioned the airport as the go-to launchpad for the ideal skiing holiday.

St Luke’s joint chief creative officer, Richard Denney added: “There’s a wonderful symmetry in the marrying of flight paths to the many experiences to be had from Heathrow’s destinations.

“This set of ads for Africa forms part two in the series, and doesn’t disappoint. It’s another dream brief from Heathrow turned into wonderfully simple yet engaging creative; a joy for the team to produce them.”