Perfect ski track "S" bends become airplane flight paths in a new campaign for London's Heathrow Airport, which is using symmetry of flight paths to illustrate its range of destinations.

The ski season push is a simple way to remind skiers that they can fly to destinations such as Geneva, Lyon, Denver and Innsbruck from the London hub.The ads will run as digital out-of-home, digital display, print and social campaign assets for two months across the U.K. The moving graphics feature skiers in motion, gliding down powdery terrain.

The ads will be the starting point for a longer campaign, accompanied by the tagline: “The best trips start here," that will be running throughout the year with more destinations using flight paths direct from Heathrow.

“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," said Meenal Varsani, head of marketing & customer engagement at Heathrow Airport, in a statement. "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.”

The campaign from St Luke's comes after the airport was hit by flight cancelations, crowds and luggage delays in 2022 and is trying to rehabilitate its image. The agency was appointed last year by the airport, and its first work was a heartwarming Christmas ad that showcased the range of retail and dining options at Heathrow.