Queen Elizabeth Olympic Park – Increasing summer footfall with creative thinking

The Client

Queen Elizabeth Olympic Park (QEOP) played host to the London 2012 Olympic Games. The The London Legacy Development Corporation work to bring visitors to its many attractions and venues, as well as the stunning park grounds, all year round.  

The Brief

To create a stunning creative campaign to encourage people to visit the home of the 2012 Olympic games during summer 2016.

The Solution

In order to encourage people to visit QEOP during the Rio Olympics and throughout the whole of the summer we created a stunning outdoor campaign. The campaign featured iconic London figures, such as a Cold Stream Guard and a London cabby, enjoying the park’s grounds and many features.

The campaign centred around the concept that QEOP was the place that Londoners go to unwind, for an adrenaline rush or to chill out. We wanted to show how London spends its spare time, as well as the fun side in the park’s iconic landscape.

This idea translated into a series of outdoor adverts across London and was featured on bus sites, digital 6 sheets, display ads and escalator panels. We targeted commuters along their journey, including high traffic tourist areas. Cross track underground spots also featured to encourage a slightly longer dwell time on the campaign’s message.

The Results

Queen Elizabeth Olympic Park were at the centre of the conversation in London during the Rio Olympic Games in 2016. With competitive placement of creative messaging across the capital, our creative campaign was able to create stand out for the park and attract visitors who may not have considered it before. As a result, the park saw a marked increase in visitors during the summer period and new attention on an iconic London venue.

 

QEOP campaign ooh
Cold stream guard advert

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