Client: Visit London
Visit London has launched a new campaign to promote the capital's ‘Great Outdoors’ and encourage consumers to "be a free range Londoner – discover London's great outdoors".
Creative executions from RKCR/Y&R feature people dressed as eggs in picturesque locations including Greenwich Park, the banks of the Regent's Canal and The Trafalgar hotel's roof garden overlooking Trafalgar Square.
The campaign is aimed at Londoners and people living in South East England. It will inspire them to make the most of London's parks, gardens, alfresco dining and outdoor events over the summer.
Running until the end of July, the campaign includes radio supported by outdoor in ticket halls and on bus shelters, Underground Tube cards and 48-sheet sites.
A dedicated microsite has also been created at visitlondon.com/outdoors, while a printed guide has been produced in association with Time Out and will be distributed in Time Out London, national press in the South East and face-to-face.
Visit London's Marketing Director, Martine Ainsworth-Wells, said, "We wanted to do something eclectic and stimulating, reflecting the personality of London itself, and we know that the campaign will create cut-through.
"We have always tried to go beyond traditional destination marketing and the 'free range Londoners' are a fun way to grab people's attention. We hope Londoners will identify with the free range characters and be inspired to get out and explore London's great outdoors."
Media is being managed by OMD.
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