HRP: The Tower of London
Local audiences often dismiss the Tower of London as a venue for a day out because they think it’s a ‘tourist destination’. The summer 2018 season, focusing on a re-enactment of the last days of Anne Boleyn, gave us a reason to prompt reappraisal and increase local visitor traffic.
‘She’s Back’ was an impactful campaign that broke with tradition in the sector. Whereas the norm is to foreground the historic attraction and use copy to deliver tactical and seasonal messages, ‘She’s Back’ puts the seasonal Anne Boleyn activity centre stage. Witty and visually bold, it complemented parallel PR activity that involved the televising of Anne Boleyn physically sailing up the Thames to arrive at the Tower.
Driving a significant uplift in footfall to the Tower during the campaign period, ‘She’s Back’ gave locals the perfect opportunity to revisit the Tower and reassess its appeal as a place for a family day out.
High Impact Media
A Large Launch Event
Activated Across Social Media Posts