Client
Heart of London Business Alliance operates as a Business Improvement District, representing 500 businesses in Piccadilly, St James's and Leicester Square.
Objective
Leicester Square has been known as the home of entertainment since 1670. However, it offers so much more. The Heart of London Business Alliance wanted Blakeborough to drive footfall to the area by highlighting the Square’s star line up of entertainment, events and places to be seen over the festive season.
Strategy
Organise two influencer tours taking in the Square’s festive attractions - one aimed at millennials and the second at the family market.
Blakeborough set up a tour of Leicester Square for 16 millennial influencers taking in cocktails in the Indigo Bar, “behind the scenes” at two theatres, the Christmas Market and MOD Pizza. The influencers were also treated to a 1920’s makeover and a preview screening of Fantastic Beasts: The Crimes of Grindelwald.
For the family tour, Blakeborough devised and escorted five top family bloggers and their children on a festive family-focused itinerary including a visit to the Lego store, M&M World, a special 4-d cinema screening, a theatrical extravaganza at the Christmas Market Spigeltent and a pizza lunch.
Results
Generated social buzz with extensive instagram, twitter and blog posts featuring festive entertainment and events
Extensive influencer coverage including;
- 25 instagram posts with a total of 21,419 likes and 606 comments
- 155 instagram stories with a potential reach of 532,530
- There were also nine tweets on Twitter with a total of 408 likes, 12 comments and 52 re-shares
- 1 YouTube video
- 6 blog posts
- 1 vlog
https://seeninthecity.co.uk/2018/11/30/rediscover-leicester-square-this-christmas/
