IPM celebrate a 'Great British Summer' for London's tourist attractions

Venturing on to the London transport network this summer will expose you to a wealth of ipm planning. Two of Initiative’s London tourism clients, The Science Museum and London Zoo, will be making a big shout to those in the city in this period through activity in London underground and rail stations.

The two campaigns are quite different to meet different briefs. In order to establish London Zoo as an integral part of London, a long-term London underground and rail termini 4 sheet campaign will weave the Zoo into the fabric of the city throughout the summer.

For the Science Museum, we utilised a combination of London underground 6 sheets and cross track 16 sheets in order to both raise awareness and make a big impact about its ‘Wallace and Gromit: A World of Cracking Ideas’ exhibition, and its ‘Space’ season. Additionally, to speak to those taking their kids into London whilst they are on holiday, we used hand-selected 4 sheets in suburban rail stations that indexed highly against our target audience.

Let’s hope that the predicted ‘Great British Summer’ gets people out of home and to some of the great attractions that London has to offer – having seen just seen them showcased on the transport network of course….  

By Jim Cotton