Houses of Parliament
Throughout Summer 2016 and 2017 visitors to London will see an innovative awareness campaign designed to change audience perceptions and increase visitor numbers to The Houses of Parliament.
Welcoming nearly 1 million visitors a year Visit Parliament wanted a fresh and inspiring feel to their brand and marketing campaigns. Following a competitive tender, Ideas Group was commissioned to create a new Visit Parliament brand identity and summer campaign to communicate that ‘Parliament is open’.
To enhance the concept of revealing the stunning interior we commissioned and art directed new photography, and created a range of compelling communications to present the interior detail and 1000 years of stories, delivered across outdoor advertising, promotional leaflets, and local, national and international media.
It is the impactful engaging imagery that takes centre stage and creates a powerful cohesive visual identity that works across all assets and campaign material - posters, signage, advertising, leaflets and web.
+6% summer visitors YOY
Performed ahead of London market
+25% secondary retail spend
Social media and positive sentiment interactions increased
Internal engagement expectations surpassed
Created a platform for future engagement and partnerships
Associate photographer: Grahame Mellanby