Tower Bridge

Despite Tower Bridge's iconic status around the globe, it was failing to meet its potential as a commercial visitor attraction. Open were commissioned to devise a creative idea and striking visual identity that could be translated across multiple channels in order to drive up visitor numbers each year, and to launch a new feature, the Glass Floor Walkways.

towerbridge.org.uk

Sector
Tourism & Leisure


How we helped
Brand development
Exhibitions
Print & Digital
Advertising & Media Planning
Educational Resources

 

Challenge
Our insight highlighted a lack of awareness that you could enter the attraction, among both Londoners and tourists. With the upcoming launch of two glass floors in the bridge’s walkways it was essential we devised a strong new identity, suitable ad campaign style and responsive website to promote the entire experience, ultimately driving ticket sales.

Execution
By identifying concerns with inconsistent branding, ineffective advertising and a broken customer journey, Open established a clear strategy for the landmark. This involved a dynamic look and feel, combined with punchy and intriguing headlines, featuring our unifying theme 'Step Inside'. We launched a new era of advertising, exploiting emerging media channels including behavioural retargeting, redesigned their printed collateral and also rebuilt their website.

"Open have bought a clear sense of belonging and consistency to our visual identity, helping to get locals and tourists alike excited about what we have to offer. The quality of design, their ideas and customer service is never anything other than excellent."

Chris Earlie
Head of Tower Bridge, Tower Bridge

The website & Online Shop
With 36% of tourists deciding to visit an attraction having viewed its website, and many booking tickets on the go, it was essential to deliver a richer, more engaging online presence for Tower Bridge.

The result was a versatile and fully responsive site, with clear signposting, considered copy and a consistent look and feel. A powerful CMS was also integrated allowing for straightforward content management by the Tower Bridge team.

towerbridge.org.uk

 

"Open developed a clear and easily navigable website to coincide with the launch of the glass floor. The site contributed to a significant rise in online ticket sales and venue hire bookings. They understood our business needs, went above and beyond to meet them – and were a joy to work with."

Josephine Noti
Marketing & Education Manager, Tower Bridge

Exhibitions & Learning Resources
Alongside our brand development work we have designed and curated a number of unique exhibitions at the Bridge, including This is London: a celebration of artist Miroslav Sasek and Art at the Bridge, an annual event showcasing the work of local artists.

We have also been involved in the development of various learning resources and an identity for the Bridge's Learning Team.