Take a Journey Through the Keyhole to Discover the Magic of London’s Square Mile

Wavemaker has partnered with the City of London Corporation and arts and heritage charity, Coney to support a magical immersive experience taking part in the Square Mile on Saturday, 15th October. 

The free, family-friendly event will see streets in the City of London’s Square Mile transformed with a spectacular programme of performances, street theatre and storytelling, treasure hunts, carnival-inspired fairs, and adventures. It will run from dawn till dusk.

It is the first major event planned by the City of London Corporation under its new flagship Destination City programme.

Launched in May, the initiative will transform the Square Mile’s leisure offer, creating a leading destination for the UK and international visitors, workers, and residents to enjoy. Wavemaker’s creative studio conceived, directed and executed the promotional ‘through the keyhole’ creative: A single-minded visual concept designed to intrigue, appeal and capture the imagination of all target audiences. The campaign invites domestic tourists, visitors and Londoners of all ages to look again at the City of London and discover the magic and stories for themselves. 

The Wavemaker team was also responsible for planning and execution, using the creative suite of assets generated by the studio team across key touchpoints including DOOH and online, as well as leaflets. In addition, working closely with long-standing partners including Timeout to amplify, and maximise, the coverage. 

Ann Wixley, executive creative director, at Wavemaker UK, explained: “This magical and immersive must-see day is set to be one of London’s most special and spectacular events. We wanted to design a creative that captured the imagination of the target audience, enticing them to join this special event. We are thrilled to be working with the City of London Corporation and Coney on this event - and look forward to seeing it come to life on 15th October.”

Full details of the event and the Destination City programme can be found at: https://news.cityoflondon.gov.uk/policy-chairman-sets-out-ambitious-destination-city-vision--for-the-square-mile/