Work / Windsor Great Park Illuminated

LD led a strong influencer and press campaign to highlight the fact that Windsor Great Park Illuminated was back and better than ever, focusing on new installations and the light trail’s dog-friendly and Low Sensory Sessions USPs. We hosted a preview evening for national and regional press, content creators and celebrities, which built excitement and awareness of the light trail, and then we continued to gain momentum by inviting influencers and TV crews to attend throughout the run, meaning there was constant social media and press coverage from opening until the light trail closed at the beginning of January. This led to stronger ticket sales than ever before.

To achieve this, LD invited a mixture of hyperlocal and national content creators to attend, including the likes of Joe Wicks (4 million followers), Max & Harvey (8 million followers) and more. The increase in the quality of the influencers we worked with on this campaign saw our social media reach increase by 533% from the previous year to 14.5 million.

The PR value also increased by 265% due to TV and top tier print and online coverage. We had an ITV triple hit, with ITV National Weather, ITV London Weather and ITV Meridian all attending and broadcasting live from the light trail throughout the run, and we also secured coverage from the likes of The Guardian, The Daily Telegraph, The Times, Harper’s Bazaar and Hello! Magazine.

We received fantastic feedback from all who attended, with some lovely quotes like “Pure magic for the soul” (TV presenter and content creator Laura Hamilton).