Owners of Sea Containers, a 1970s building on London’s South Bank, want publicity as the building is developed into a luxury hotel and offices.

The objectives were to:

1. Draw interest from ABC1 potential tenants and guests ahead of launch

2. Tap into the nation’s Jubilee spirit

3. Outshine other Thames developments

Our idea was to use existing scaffolding on the building to erect a giant wrap and publicise this internationally, but with a core target of UK and London media, with outputs to broadcast, print and social media.

One image fitted the bill – the black and white news photo of the 1977 Jubilee balcony scene, featuring all British royal family members. This would trigger nostalgia, and critically for the South Bank, the chance to talk about its development from neglected stretch of London to a hub of culture, tourism and business.

National and international picture agencies, news and weather crews were invited to the photocall and pre and post-event press releases, social media updates and twit pics were issued.

Our idea to send an abseiler to hang by the Queen’s face when the wrap was complete became one of the most recognisable images of the Diamond Jubilee, appearing on the covers of The Sunday Times, the Financial Times and to tens of millions through global TV, online and print.

Secure as much media coverage as possible, focusing primarily on London and UK broadsheet and business press to reach business influencers and affluent consumers. These individuals would potentially take prime office space and/or make reservations at the hotel.

Wide-reaching mid-market media such as the Daily Mail were second tier targets, to reach colleagues and family of key business decision makers who would spread word-of-mouth about the development.

Key performance indicators included the Evening Standard, Sunday Times, Telegraph, Financial Times, Estates Gazette, BBC, CNN.

International pick-up, an increase in Twitter followers; and social media buzz would be seen as a bonus.

BBC, Sky, NBC, Reuters, Associated Press, Evening Standard, Telegraph, Getty, Rex, Alpha & National News attended & broadcast event.

Global TV stations transmitted footage.

Coverage achieved across all targets, including FT front page and Sunday Times Magazine cover – 100% positive.

Of 1,000 surveyed, 36% were made aware of Sea Containers through the campaign.

28% say Sea Containers was a cultural icon over the Jubilee.

11.5% learned it is being transformed into a luxury hotel & offices.

30% live/work in London, 18% are business decision makers.

*68% of business decision makers said they were interested in knowing more about Sea Containers (*at this stage of our campaign, this is the closest question we can ask to a NPS).

338 websites covered the wrap, 92.45% mentioned Sea Containers.

46,719 people watched the time lapse video, 74% watched 100% of content. 1,657 clicked through to Sea Containers website.

Twitter followers increased 100%.

537 Facebook interactions, 100% positive.

Tens of millions reached through TV alone.

Enquiries in the development up by over 200%.

All media outputs, tweets and Facebook updates were issued from the team on board HMS President, looking onto Sea Containers from 8am-6pm all week.

Four core releases were issued: a photocall notice, embargoed releases, post-event release and video syndication.

Pre-event computer generated images were issued to trade press under embargo to suit longer lead times.

The event started on Monday 21 May, building up to the photocall and grand reveal on the 25th.

We sent an abseiler over the Queen’s face after the wrap was in place to pose for additional photos.

Everything ran to plan except the rigging company could not commit to a time to reveal the final panel – harsh winds meant danger for abseilers. We didn’t know until the last few hours of the installation if we could make our 10am photocall or create the final image of the abseiler and Queen.

The Deerbrook Group, which asset manages for Archlane Ltd, the owners of Sea Containers, was the client.

With over 30,000 square feet of prime office space to rent and 360 luxury hotel rooms launching soon after, the client wanted to seize the opportunity for the building to be seen by business decision makers and their families, with a primary focus on London followed by the rest of the UK.

International awareness was a bonus but was not part of the original brief.

This aim was to create publicity to help agents to sell space in the development and secure viewings.

We had a six-week deadline until the Jubilee.

Using CGI’s we obtained ‘no objection’ or approval from the Palace, Southwark Council and flotilla committee.

The image was re-worked to fit the face of the building, including the addition of a right arm to Prince Charles and a left arm to Princess Anne.

In March we pitched to broadcasters offering Sea Containers as a backdrop for news and weather reports.

18 May, we issued a photocall notice.

21 May we launched twit pic teaser images and filmed a time-lapse movie with additional video content of the development’s designer on site.

25 May we held a photocall event and issued a post-event electronic press kit, with final release, time lapse footage, interviews and photography.

We used two locations: Sea Containers for the stunt and HMS President, opposite the building, to host press.