Heathrow

Park Closer Campaign

We were tasked by Heathrow to launch a vibrant digital campaign aimed at promoting their mid-tier parking offering to all passengers. The campaign was designed to elevate the visibility of Official Heathrow Parking, positioning it as the go-to choice for travellers’ parking needs.

An overhead view of a car parked on a surface blending into a beach scene, with two people walking towards the ocean. The text reads "PARK CLOSER" in bold purple letters, promoting Heathrow Meet & Greet Parking.

The challenge:

We needed to clearly communicate the unique selling points of each parking service—business parking for swift terminal transfers, meet and greet for convenient drop-offs, and POD parking for rapid access to Terminal 5. The campaign needed to capture the essence of the traveling experience, resonating with potential customers planning their trips. A critical aspect was to design a campaign that adapted seamlessly between seasons, with tailored imagery for summer and winter travel periods.

The image is split into 4 sections. Top left: A billboard advertisement featuring the "PARK CLOSER" campaign with an image of a car parked on a surface blending into a beach, located in an airport terminal. Top right: An overhead view of a snowy scene with a car parked next to a ski slope, showcasing a winter travel setting. Bottom left: An aerial shot of a car parked on a surface resembling a sandy beach meeting turquoise ocean waves. Bottom right: A close-up of hands holding a passport and a boarding pass while using a phone for a digital check-in.

The solution:

Combining seasonal imagery and bold straplines, we developed a dual-themed campaign that appeals to travellers year-round. For the summer edition, we used bright, sunny visuals that evoke the excitement of summer holidays. The winter version, contrastingly, featured snowy scenes to highlight the appeal of winter getaways. This strategic approach allowed us to showcase the benefits of using Official Heathrow Parking across different times of the year, ensuring relevance and engagement in all seasons.

The impact:

Marketing Campaign Manager at Heathrow, said:

“The Park Closer creative brings to life the Heathrow parking proposition in an eye catching and effective way, but equally works hard to drive visits to our website.”

A collection of mobile phone screens displaying variations of Heathrow's "PARK CLOSER" campaign. Each design features different seasonal and travel-themed backdrops, such as a beach, snowy landscapes, and aerial parking visuals.