The Time Out Creative Solutions team, alongside creative agency Wavemaker, have created a 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, say the publishers.
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.”
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