Building a global platform with local soul.
A playful stunt designed to put Heathrow Express at the top of a crowded April Fool’s Day news agenda.
We tapped into two highly current behaviours - Britain’s obsession with wellness culture and the annual appetite for April Fool’s brand moments.
Partnering with PureGym, we created a distinctive stunt that reimagined the Heathrow Express as a live onboard workout. With details like “luggage lunges”, “passport pocket squats” and “duty-free curls”, the concept felt fun, visual and rich.
Both brands had a clear role to play within the joke. Heathrow Express brought the travel setting and fast journey time, while PureGym brought the fitness credentials, helping create a stunt that felt believable enough to spark interest.
Although an April Fool’s stunt, it still had a proper story at its core - playing on the fact that travel can feel unexpectedly physical, from hauling luggage to dashing through terminals, giving the media a stronger and more editorially useful angle.
