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.
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.