Embracing the emotion of travel

Challenge:

Following 2 years of uncertainty, travellers are getting ready to pack their bags for international travel once again.

Primed with their new strapline, ‘For the Journey Ahead’, Heathrow approached The Team looking to create a fresh campaign that communicated their renewed identity. By building an emotional connection between the brand and its audience, the goal was to position/reinforce Heathrow as #1 choice for passengers.

Solution:

Connecting with travellers emotionally and extending the reach and relevance of the Heathrow brand, was critical to the success of the work.

Because of this, the strapline ‘for the journey ahead’ was brought up front and centre but was then expressed differently through 4 iterations of the campaign, designed to speak and connect to various, target audiences.

 Work:

By bringing together newly defined brand pillars and brand experience, we were able to identify  key elements that would characterise the brand emotion for the campaign, these were: reassurance, anticipation, joy, excitement, happiness and contentment.

From this we then identified 4 archetypes which would represent: younger travellers, couples, explorers, and people travelling with their family.

The brand emotions expressed by our models, were captured through beautifully crafted motion and photography.

The creative positions the viewer behind the actors on travelators, making the viewer feel as though they are moving with the traveller, creating a greater sense of connection. Its dream-like feel and hyper-real motion gives the campaign an iconic look and is also symbolic of the feelings of euphoria that comes with the experience of travel.