From 29th July to 30th September, every visitor boarding the London Eye will be able to experience London through the eyes of Time Out, with a bespoke audio guide, played through the pod's onboard speakers, offering a shared experience for everyone onboard.
Curated by Time Out's local editors, the audio guide highlights the city's best restaurants, cultural attractions, neighbourhoods, hidden gems, events and unforgettable experiences, combining Time Out’s recommendations with 360-degree views of the capital, helping visitors spot London's landmarks while discovering what to see, do and experience next.
The experience will be complemented by bespoke Time Out branding throughout the attraction, including inside each pod as well as across digital screens and prominent locations around the South Bank.
The partnership marks another milestone in Time Out's evolution from a publisher recommending cities to a brand actively shaping how people experience them, say the publishers.
Gareth Thomas, Director of Strategic Partnerships at Time Out Media, said: "At Time Out, we believe the best recommendations are the ones that inspire people to get out and experience a city for themselves. That's why this partnership is so exciting.
By bringing our editorial expertise into one of London's most iconic attractions, we're helping visitors discover the capital in a completely new way this summer.
It's a brilliant example of how trusted editorial can enhance a real-world experience, and we can't wait for visitors to see London through the eyes of Time Out."
Stan Swinton, Chief Growth Officer at Merlin Entertainments, said: “At Merlin, we take our responsibility seriously to put our best foot forward for every guest coming to experience The London Eye. The London Eye is one of the UK’s most well-known landmarks and has an important role in UK tourism as an awe-inspiring window into the great capital city of London.
A partnership with Time Out is the perfect way to enhance our guest experience and connect our guests to more of what London has to offer. The Time Out editorial proposition has been helping London visitors and residents discover the places, stories and moments that make the city so special for over 60 years.
Together with Time Out, we are excited to be able to offer our guests more ways to go out and enjoy what makes London one of the greatest cities in the world this summer.”
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