How do you connect audiences across the globe with the legend of King Arthur and some magnificent British scenery?
This was the challenge that we tackled with VisitBritain, to mark its partnership with the new Guy Richie-helmed fantasy action movie from Warner Bros., King Arthur: Legend of the Sword – which was filmed in numerous stunning locations across Britain – ahead of its US-wide release on 12 May.
Data showed that, when it comes to booking a long-haul trip to the UK, there is a feeling that, because of its rich history, Great Britain will always ‘be there’, and so there is no sense of urgency into actioning those long-held holiday plans.
So the brave question we asked ourselves was ‘how do we nudge adventurous souls to shift a trip to the UK from their lifetime goal list to an epic place they want to go for their next vacation’.
Our answer to the question was to make Great Britain relevant to them ‘right now’ by showing the parallels between the journey people are making every day with the legendary journey they could be making.
This led to our ‘Where Stories Become Legends’ campaign, executed across OOH, digital and social.
OOH digital displays on bus and tram stops in New York and San Francisco and above highways in Los Angeles, offer disruptive messaging, calling out enticing parallels or alternative journeys our commuters could be making, such as “Every Commute Should End at the Foothills of Legends”; “The Only Thing Rushing Is The River” and “Not All Battles Are In The Boardroom” to name but a few.
Using a mix of film photography and incredible British landscape shots as the backdrop, a further innovative twist saw the creative itself change depending on the time of day, tapping into the consumer’s aspirations to help them envision their own journey during their daily routine.
Our connections planning team worked with the media team to seamlessly and tactically connect the audience based on what they are doing, rather than offer the same messaging, no matter where.
The campaign continues on the VisitBritain site where visitors can play a Legend Generator game to discover which epic British location they are destined for, and can also enter a global competition to win a legendary road trip in Britain.