Marriott and @KineticwwUK Light up London’s South Bank w/ @Lightvert
Adrian J Cotterill, Editor-in-Chief
Marriott Hotels has partnered with Kinetic to deliver that they call, a “futuristic outdoor advertising campaign” that will see images of iconic European landmarks ‘beamed’ to audiences on London’s South Bank.
Launching early evening December 21, 2017, the three-day campaign will see visions of various landmarks ‘projected’ out across the Thames from Observation Point. The public will be challenged to capture the image on their mobile and share it for a chance to win travel vouchers.
The campaign, a continuation of Marriott Hotels’ Travel Brilliantly campaign, marks the first commercial use of Ligtvert’s ECHO technology (confusingly described as “While viewers are given the impression that the dramatic images are projected into the night sky, they are in fact ‘printed’ temporarily and safely onto the viewer’s eye using the persistence of vision (PoV) effect”).
John Licence, VP Premium & Select Brands Europe at Marriott International, said: “We wanted to bring a magical new experience to London this Christmas and this campaign does exactly that by mixing cutting-edge technology with iconic imagery of beautiful landmarks that will appeal to anyone with a sense of wanderlust. We are very proud to work with Kinetic as the first advertiser to use this technology. It fits with Marriott’s approach of bringing consumers new experiences enabled by technology, and we really hope this campaign brings a little unexpected magic to those travelling along the South Bank at this special time of year.”
As well as the magical imagery, the experiential campaign will also entertain audiences with festive music and free samples from a hot chestnut cart.
Rosh Singh, Director of Digital Innovation, at Kinetic told us “We are absolutely thrilled to be working with Marriott on this campaign. Lightvert’s ECHO technology is a real glimpse into the future, bringing something very special to audiences on the move and taking Out-of-Home to a completely new level for advertisers.”
The campaign has been co-ordinated with media, content and technology agency Wavemaker. Kinetic has partnerships with a number of start-up firms, including Lightvert, as part of its technology incubator, KineticX.
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