Media campaign to promote light installation of Marble Arch
Ahead of Pride in London, Redwood worked with client Marble Arch London BID on a striking celebration of the UK’s LGBTQ+ community. For the first time ever, and for one night only, the historic landmark was illuminated in the colours of the iconic rainbow flag.
The animated light installation was organised by Marble Arch London BID, in collaboration with English Heritage and Westminster City Council with the aim of celebrating diversity in London, recognise the LGBTQ+ community, and shining a light on the Marble Arch area.
Redwood developed a campaign to promote the illumination through traditional and digital media engagement, with the aim of engaging actively with BID members.
After a detailed media engagement process, image-led coverage was subsequently secured ahead of Pride in London in the UK’s leading LGBTQ+ titles, including Attitude, Gay Times, Pink News and Gscene, with London consumer titles Secret London and Londonist also covering the story.
The social media element of the campaign also created strong traction through a one week countdown to Pride. During the campaign, many businesses and stakeholder organisations located in the Mable Arch retweeted or liked posts, and contributed supportive tweets, which was a key aim for the BID.