The Question:
Visit Greenwich promote travel to the Royal Borough of Greenwich on behalf of their partner attractions and organisations. Their challenge was to promote over 10 well-known attractions plus restaurants, hotels and travel partners in an original way that avoided the clichés of destination marketing.
The Answer:
Just across the river from central London, Greenwich is a historic destination for Greater London residents, visitors from the wider South East region and tourists from further afield. We wanted to promote Greenwich's world-famous attractions as well as position it as an ideal place from which to explore the rest of London.
Iconic landmarks like Greenwich Meridian have worldwide recognition and many visitors come to Greenwich just to stand on the meridian line. We built on this enduring association by making Time a key visual feature and hook for the strap-line.
Our visuals packed all of Greenwich’s most famous attractions - from the Cutty Sark and Royal Naval College to the greenery of Greenwich Park and the Royal Observatory - into a suitcase, reflecting just how much there is to see and do. London’s cityscape frames the creative, highlighting that Greenwich is ideal for a day-trip or relaxing weekend escape from the city.
We designed the creative for anything from a display banner to a 96 sheet billboard, and so far it has been launched in a suite of flash and gif display adverts for use on the Visit Greenwich and partner websites. Next, we plan to use the animated creative in tourism office screens and wider outdoor advertising.
The Result:
“The campaign from the team at Access was spot on. They really listened to our brief and came up with brilliant looking visuals that showcase everything Greenwich has to offer in a fun and creative way. We’re looking forward to seeing the campaign grow, but the initial response from our partners has been very positive.”
Barrie Kelly, Chief Executive, Visit Greenwich
