Making people look twice and visit a world-famous landmark

Following a competitive tender, Ideas Group was commissioned to create a new Visit Parliament brand and summer campaign to communicate that ‘Parliament is open’ to visitors, from the UK and overseas.

The London visitor attraction market is crowded to say the least and though welcoming nearly 1 million visitors a year, Visit Parliament knew from research that many people didn’t know they could visit. They wanted fresh inspiration for their brand and marketing campaigns to increase awareness, visitor numbers and spend.

Based on our strategic work, we created a visual identity and messaging that presented the wealth of incredible stories and stunning architecture hidden within the iconic building’s silhouette.

The ‘Parliament is open’ identity and campaign involved commissioning and art directing new photography, delivering a range of compelling communications across London Underground, local, national and international media, and, not least, creating a replica House of Commons green bench to take Parliament out to the world.

The results speak for themselves: performing ahead of the London visitor attraction market; +6% YOY uplift in numbers; +25% secondary spend; beneficial internal engagement targets surpassed

BRAND STRATEGY – IDENTITY – CAMPAIGN – PHOTOGRAPHY – EXPERIENTIAL - DIGITAL ASSETS