During April, Sister London team worked on initiating and promoting many campaigns for London destination clients to celebrate the unforgettable Coronation of His Majesty King Charles III.
From colourful designs for marketing materials, to eye-catching displays to capture that perfect Instagram moment, all four destinations’ offered ways for visitors to soak up the vibrant atmosphere over the bank holiday. See a roundup of the activity below.
Theatre Royal Drury Lane
The Lane launched a limited-edition Coronation Regency Afternoon Tea by London-based baker Lily Vanilli and hosted dedicated immersive Theatre Tours took guests on a Royal journey highlighting nearly four centuries of rich royal history.
The PR team secured 29 pieces of editorial coverage, with highlights in The Telegraph, Tatler, Chinese FT, Secret London, The Week and Conde Nast Traveller.
Marylebone Village
Sister London’s design team created colourful Coronation banners that were displayed from 20th April at either end of Marylebone High Street, the heart of the distinct and atmospheric shopping and dining destination. The design was also utilised for postcards for retail stores hand out to customers to commemorate the memorable moment in British history.
The PR team organised a primate television opportunity with BBC London filming at local favourite pub The Golden Eagle on how they are preparing for the Coronation, as well as secured coverage in local London titles such as Secret London and Country & Town House.
Savile Row
The PR team focused on promoting ‘The Campaign for Wool’ – an activity culminating 1 mile of wool bunting, and over 15 miles of wool fabric used across the event procession. Created by apprentice tailors in each company the bunting used red, white and blue wool Melton fabric from AW Hainsworth, a fabric historically used in the iconic red military uniforms.
The PR team implemented a proactive press office, securing BBC London, Rai TV and Mediaset (Italy) broadcast interviews among with coverage in WWD, Secret London, Chinese FT among others.
Carnaby
The globally renowned shopping destination known for its colourful decorations had a 3D shimmer disc Union Flag and an illuminated jewelled crown suspended on Carnaby Street plus two ‘Coronation in Carnaby’ glistening arches bookmarking each end of the street welcoming visitors. Many operators were encouraged to offer exclusive store discounts, free gifts, and restaurant offers; such as IKKS Paris handing out Union Jack decorated cupcakes and Paul Smith offering Sipsmith G&T’s instore.
The design team worked on an eye-catching vinyl inspired by playing cards and took on a risograph aesthetic with bold, overlapping colours. The design was carried through to various assets such as Aboards and posters.
The PR team achieved a media reach of 212 million+ across broadcast, print and online in outlets such as BBC News, The i Weekend, City A.M, Condé Nast Traveller and Country & Town House.
