Time Out has curated and created an eight-week event series, taking London’s best experiences from the pages of its website and magazine to the sky. Working closely with The Story Lab and Vizeum, the ‘Time Out’s Eye-Openers’ campaign is built around a series of unique events in the Coca-Cola London Eye capsules this summer.
The campaign, targeting Londoners, local workers and students, includes lunchtime yoga and barre, children’s storytelling, talks and performances, with the aim of promoting off-peak visits to the attraction.
Based on Time Out’s editorial recommendations of things to do in London and insights into high performing content, the brand’s Creative Solutions team has curated a series of 24 unique live experiences delivered by the Live Events team for off-peak time slots at the London Eye. Kicking off on 12th June for four weeks, the event series will return from 17th September for a second stint.
Taking over twelve capsules each day over lunchtime and after work, attendees can buy tickets on the attraction’s website for a 30-minute lunchtime yoga or barre session with skyline views led by Hackney gym The Refinery, take the kids to hear London-themed stories presented by a line-up of brilliant storytellers and performers, and expect everything from comedy performances and drag acts to serious, life-affirming discussions from the talks and performances.
Leveraging the full strength of Time Out’s channels, the experiences will be promoted across Time Out’s website, social media channels, newsletters and magazine. Advertorials and full-page display adverts in the magazine will promote the events and the London Eye’s seasonal messaging, targeting Time Out’s highly engaged audience always on the lookout for new experiences.
Online, digital feature pages will surface the advertorial content, plus additional digital features highlighting top picks of the event series. Native traffic drivers and co-branded display will link to the partnership content. Relevant audience segments will receive emails, driving ticket sales and on social, editorial-style video will showcase snippets of all three events, and will be seeded out via Time Out social platforms to its almost two million followers.
The partnership was identified and brokered by Dentsu Aegis Network premium content business The Story Lab, while Vizeum planned and bought all the wider campaign activity.
Jack Woodcock, Director Creative Solutions EMEA at Time Out, commented: “Time Out’s audience is united by a passion for discovering new experiences in the places they love. Developing ‘Time Out’s Eye-Openers’ has created a unique opportunity to do what we do best – curating amazing experiences whilst driving awareness and changing perceptions of The London Eye.
“People come to Time Out in the mood to be inspired, and 95% of them act as a direct result of reading about something on our channels, making Time Out the perfect platform to offer our audience a new perspective on London with The London Eye.”
Tanya Weller, Head of Marketing at the Coca-Cola London Eye, said: “The Coca-Cola London Eye and Time Out have a lot in common, both offering a new perspective on London, so it was a natural fit to create Time Out’s Eye-Openers together. We want to encourage Londoners, families, students and those who work nearby to make the most of the London Eye and Time Out’s audience are always keen to discover the most exciting happenings in the capital.
“The London Eye is a well-known fixture on the London skyline, often the backdrop for some very exciting things happening in the city. With Time Out’s Eye-Openers, we’re offering a different view for Londoners to broaden their horizons with a series of events for body and mind.”