Free time has teamed up with lastminute.com London Eye to create a 360 degree campaign promoting the famous attraction.
With help from Wavemaker, the team at Time Out Creative Solutions worked with London-based artist Penfold to create an art installation, which was exhibited at Observation Point on the South Bank on April 26.
This design also appeared on the cover of this week’s issue of Time Out London.
Copies will be distributed throughout the city and at the mural’s location for the remainder of the week by distributors wearing branded t-shirts featuring the design.
The London Eye-themed magazine will also be distributed at Gatwick and Heathrow airports and on the Stansted Express, reaching an international audience.
It will be one of the last times Free time will be able to use its London print magazine to promote a collaboration like this, as Time Out Group has announced that it will stop publishing in June 2022. The decision came after the global media and hospitality industry opted to prioritize its digital presence.
The campaign therefore also uses digital advertising, social media and CRM through Time Out London canals.
Free time has also created a London Eye online hub as well as a quiz that helps users identify how a London Eye experience best matches their personality.
In addition, the team has also created a series of digital and print content called “An Eye For…” which focuses on the elements of wellness, history, culture and art that can be spotted from the London Eye.
“The London Eye and Free time have a lot in common: we are both true icons of the city who offer a unique perspective of London,” Wayne Mensah, director of creative solutions at Free timehas explained.
“It was great fun organizing 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 return to the streets of London and enjoy all that our amazing city has to offer, starting with the London Eye – for the best of everything else, just check it out Time Out London‘s channels.”
Imran Tauqir, managing director of lastminute.com London Eye, agreed with Mensah, saying the two brands were “synonymous with the city, offering a chance to see the city through different lenses”.
Verra Budimlija, chief strategy officer at Wavemaker, explained that the London Eye was “often the backdrop to very exciting things happening in the city”.
“Penfold’s art installation brings magic not only to the incredible view it offers, but to the Eye itself, creating a unique, memorable and shared experience for visitors this summer.”
Budimlija added: “It’s a fitting iconic installation for an iconic landmark, and we’re delighted to have worked with it. Free time to add value and a new dimension to the city we all love.