Annual Out of Home & Print Campaign: Targeting International Visitors & UK Domestic Markets
London Eye - Visitor Consumer Campaign
About
The London Eye, or the Millennium Wheel, is a cantilevered observation wheel on the South Bank of the River Thames in London. It is Europe's tallest cantilevered observation wheel, and is the most popular paid tourist attraction in the United Kingdom with over 3 million visitors annually, and has made many appearances in popular culture.
The structure is 135 metres (443 ft) tall and the wheel has a diameter of 120 metres (394 ft). When it opened to the public in 2000 it was the world's tallest Ferris wheel. Its height was surpassed by the 160-metre (525 ft) Star of Nanchang in 2006, the 165-metre (541 ft) Singapore Flyer in 2008, and the 167-metre-tall (547.9 ft) High Roller (Las Vegas) in 2014. Supported by an A-frame on one side only, unlike the taller Nanchang and Singapore wheels, the Eye is described by its operators as "the world's tallest cantilevered observation wheel".
The London Eye adjoins the western end of Jubilee Gardens (previously the site of the former Dome of Discovery), on the South Bank of the River Thames between Westminster Bridge and Hungerford Bridge beside County Hall, in the London Borough of Lambeth. The nearest tube station is Westminister which is at the walking distance of 0.42 km.
In March 2020 the London Eye celebrated its 20th birthday by turning its pods into experiences in partnership with its sponsor lastminute.com. The special experiences included a pub in a capsule, a west end theatre pod and a garden party with flower arrangements to represent the eight London Royal parks
Plan of Action
Out of Home Print & Digital Campaign - Out of Home Screens & Leaflets.
Platinum Network - This includes Airports for the international market, Motorway Service Area’s, the latter having been expanded due taking over a new contract from one of our competitors, Extra Motorway Services, now joining Welcome Break & Roadchef. These additional 10 locations join our ever expanding high footfall network.
Premier Network - This covers our exclusive high footfall Supermarket Network along with the Train Network. These have never been used to distribute before. These include well known brands, Waitrose, M&S Food, Sainsbury’s, Tesco, Morrisons, ASDA, Co-op, and the ever expanding German giants Lidl, and Aldi.
Prime Network - Equally important to our client, other attractions (Tower of London), retail outlets (John Lewis, M&S) Shopping centres (Westfield Shopping Centres), and Entertainment Venues (O2 London)
Outcome
This Out of Home method is using our exclusive, high footfall locations, all situated across the UK. This ensured that the London Eye was guaranteed a prominent spot for that visitor looking for a life time experience. Utilising our new and expanding networks proved that we take the campaigns seriously enabling our clients to grow. This resulted in a massive 76% increase in customer take-up.