Time Out, the global media and hospitality business that helps people explore and experience the best of the city, has partnered with the lastminute.com London Eye to show the people of London that there is no better time to visit the London Eye with its unique and fresh perspective on the city.
The Time Out Creative Solutions team, alongside Wavemaker, have created a unique campaign that will see the London Eye turned into a work of art for one day only, with London-based artist Penfold creating a bespoke art installation at the Observation Point on the South Bank on Tuesday 26th April. The design will also take over the cover wrap of this week’s issue of Time Out London, which will be distributed across the city and at the mural site on the day and for the rest of the week by distributors wearing branded t-shirts which will include the mural design. Time Out London will also be distributed at Gatwick and Heathrow airports, and the Stansted Express, to reach an international audience.
To complement the live activation, the 360-degree Creative Solutions campaign also spans branded content, digital advertising, social media and CRM across Time Out London channels. Time Out has created a bespoke London Eye online hub complete with a quiz that helps users to figure out how an experience on the London Eye best suits their personality, and a digital and print content series called "An Eye For..." which hinges on the elements of wellness, history, culture and art you can see from the London Eye. Instagram stories and posts will link to the hub, and showcase the art installation.
Wayne Mensah, Creative Solutions Director, Time Out says: “The London Eye and Time Out have a lot in common: we’re both true icons of the city that offer a unique perspective of London. It has been a lot of fun curating this 360-degree activation, especially getting creative with Penfold in real life to create a bespoke art installation. There’s never been a better time to get back out on the streets of London and to enjoy everything our amazing city has to offer, starting with the London Eye - for the best of everything else, just check out Time Out London’s channels.”
Imran Tauqir, General Manager, the lastminute.com London Eye says: “The London Eye and Time Out are synonymous with the city, both offering a chance to view the city through different lenses. We can’t wait to see Penfold’s installation brought to life and celebrate being able to enjoy London to its fullest once again.”
Verra Budimlija, Chief Strategy Officer, Wavemaker says: “The London Eye is a well-known fixture on the London skyline, often the backdrop for some very exciting things happening in the city. Penfold’s art installation brings the magic to not only the incredible view it affords but the Eye itself, creating a unique, memorable and shared experience for visitors this Summer. It’s a suitably iconic installation for an iconic landmark, and we’re thrilled to have worked with Time Out to add value and a new dimension to the city we all love.”
CREDITS:
Wayne Mensah - Creative Solutions Director, Time Out
Corrin Woollcott - Creative Solutions Strategist, Time Out
Gabi Lenihan - Creative Solutions Project Manager, Time Out
Sara Vergara-Muro - Senior Marketing Manager, the lastminute.com London Eye
Jezelle Smith-Thomas - Marketing Assistant, the lastminute.com London Eye
Sophie McInstrie - Head of Marketing, the lastminute.com London Eye
Mercedes Jaskolka, Content Manager, Wavemaker Content
Richard May, Content Director, Wavemaker Content
Karen Lunny, Project Director, Wavemaker Content