Targeting CommutersIn addition to the eye-catching billboards, fully wrapped London Tube trains and buses and taxis whizzing around the city, Mexico Tourism Board also ran several immersive campaigns in different corners of London throughout 2015. Location: Kings Cross St Pancras, London Dates: October 2015 Campaign features: domination, digital, vinyl wraps, integrated sound, special build JCDecaux UK transformed the high-footfall St Pancras Immersion Zone into an exotic Mexican paradise for commuters. Enveloping vinyl wraps displayed impressive visuals of some of Mexico’s most scenic locations and the surrounding digital screens played various stories about these beautiful spots. Integrated ambient sound completed the immersive experience. But the highlight was a wall with 4,500 detachable butterflies, which the delighted passers-by peeled off and took home. Overall, the campaign managed to create a welcome moment of beauty and tranquillity for the busy, rushed commuters of London encouraging them to get away from the autumn greyness and come visit the warm shores of Mexico.
Mexico Tourism Board, Kings Cross St Pancras Immersion Zone, JCDecaux UK, Oct 2015
Targeting Londoners and TouristsLocation: Covent Garden Piazza, London Campaign Dates: November 2015 Campaign features: experiential, special build, podium, digital, free merchandise, competition Those wandering around Covent Garden, could have a little break from the hustle and bustle at the experiential podium built in collaboration with JCDecaux OneWorld. Pedestrians were drawn towards the brightly coloured London phone booths where they could watch six different short films about some of Mexico’s key destinations. Others stopped to enjoy the artificial beach; complete with heated sun loungers and a custom lit parasol. In addition, everyone could enter into a competition to win an all-inclusive trip to Mexico before walking away with complimentary sun block and luggage tags for their next trip.
Mexico Tourism Board, Covent Garden, JCDecaux OneWorld, UK, Nov 2015
Targeting TravellersLocation: Heathrow, London Campaign Dates: November 2015 Campaign Features: special build, podium, digital, experiential, free merchandise Those flying from Heathrow this month, could pass the airport armchairs for a seat in a customised podium set up by JCDecaux UK. While waiting for their flight, they could find out something new about the Mexican history and culture via the short films played on the integrated screen in front, and grab a branded luggage tag or a travel pillow from the promoters for their flight ahead.
Mexico Tourism Board podium, Heathrow, JCDecaux UK, Nov 2015