The brief: 'Eye Openers'
An icon of the London skyline, the Eye is a popular tourist attraction but many Londoners haven't visited in years. The Eye wanted our help to encourage London locals to reappraise this experience, drive consideration as a cultural must-do, and promote off-peak visits.
The brief
The results
What we did
The insight
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Nescafe Azera – Stay Curious
Curation is at the heart of what we do, so we're a great partner to bring the best of London to life. Together, we offered a unique perspective of the capital; the London Eye's unbeatable views, paired with Time Out's expert recommendations.
The insight
412 individual events
Promotion that drove loads of ticket sales
Engaging Instagram Stories
5,235 tickets sold
Across 2 years of partnership, we programmed 412 events ranging from disco yoga to cocktail making, baby sensory to drag bingo
In 2019 we sold 92% of all available tickets, making optimisations throughout the campaign
All amplification activity was optimised to drive tickets. We used dynamic paid and organic social promotion, reactive CRM activity and targeted digital display
74% average completion rate on Instagram Stories (vs 68% benchmark)
The results
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Contact us
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Ever fancied doing downward dog suspended 135m over the Thames? Or how about honing your golden hour photography skills in the clouds? That's exactly what the Time Out Eye-Openers events offered: unique experiences within capsules on the Eye. We tapped into key editorial trends and used our contacts to programme the events, which ran throughout 2018 and 2019. Events were promoted through print content, digital feature pages, social and video.
What we did
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SEAT
National print campaign promoting SEAT's 'Why Not Now?' campaign
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Paypal
Encouraging readers to #KeepTheChange post lockdown
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HSBC
UK-wide cross-platform content dedicated to helping tackle homelessness at Christmas
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O2 Priority
Brand integration with Time Out's winter cocktail festival
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Google
Celebrating London's Black-owned businesses
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Airbnb
Unearthing hidden staycation treasures across the UK
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London Eye
Eye-Opening events within capsules to help reposition the London Eye
Explore Case Study
Baileys
Mouth-watering influencer led recipe videos, perfect for lockdown treating
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Deliveroo
London's greatest food vendors went head to head, with readers deciding the winners
Explore Case Study
Nescafe Azera
Out-of-the-ordinary events designed to reward curiosity
Explore Case Study
Transport for London
Inspiring readers to switch up their transport habits
Explore Case Study
Popchips
Street food collaborations in London, Birmingham, Manchester and Leeds
See more
Explore Case Study
SEAT
National print campaign promoting SEAT's 'Why Not Now?' campaign
Explore Case Study
Paypal
Encouraging readers to #KeepTheChange post lockdown
Explore Case Study
HSBC
Promoting Fentimans' summer spritz garden with delicious recipe videos
Explore Case Study
O2 Priority
Brand intergration with Time Outs winter cocktail festival
Explore Case Study
Google
Celebrating London's Black-owned businesses
Explore Case Study
Airbnb
Unearthing hidden staycation treasures across the UK
Explore Case Study
London Eye
Eye-Opening events within capsules to help reposition the London Eye
Explore Case Study
Baileys
Get excited about Veganuary with Ben & Jerry's vegan range and a collab with Crosstown Doughnuts
Explore Case Study
Deliveroo
London's greatest food vendors went head to head, with readers deciding the winners
Explore Case Study
Nescafe Azera
Out-of-the-ordinary events designed to reward curiosity
Explore Case Study
Transport for London
Inspiring readers to switch up their transport habits
Explore Case Study
Popchips
Exclusive street food collaborations in London, Birmingham and Leeds
Explore Case Study
Bombay Sapphire
Sundowners with a difference: driving awareness & trial of the new serve
Explore Case Study
Singapore Tourist Board
Helping readers rediscover Singapore for post lockdown getaways
Explore Case Study
Ben & Jerry's
A January extraVEGANza with Crosstown doughnuts, driving trial and awareness B&J’s dairy free range
Explore Case Study
Greater Anglia
Looking east for staycation inspiration
Explore Case Study
Bombay Sapphire
Sundowners with a difference: driving awareness & trial of the new serve
Explore Case Study
Singapore Tourist Board
Helping readers rediscover Singapore for post lockdown getaways
Explore Case Study
Ben & Jerry's
A January extraVEGANza with Crosstown doughnuts, driving trial and awareness B&J’s dairy free range
Explore Case Study
Greater Anglia
Looking east for staycation inspiration