Madame Tussauds brings wax figures out for all to see

Madame Tussauds London, the 189-year-old wax figures museum, is using 21st century technology to encourage visitors to rediscover its allure as a must-visit, quintessential London experience with a new campaign under the strapline “Come Face to Face with the Real London at the Outernet”.

Devised by agency Creature London, with media by Wavemaker, the initiative invites audiences to come face to face with the “real London”, emphasising the immersive and interactive nature of the Merlin Entertainments-owned attraction.

The campaign, in collaboration with tech partner Amondo, launched externally at the entertainment, arts and culture venue Outernet in Tottenham Court Road, London.

Visitors will encounter three large format screens showcasing a CGI built London Underground carriage carrying a number of Madame Tussauds London figures, including David Bowie, Amy Winehouse, Stormzy and Ed Sheeran. Consumers will also have the opportunity to take their photos with lifelike figures of Harry Styles, Anthony Joshua, and Dua Lipa in the space itself.

These photos will be displayed on the large external screens facing Tottenham Court Road, creating an engaging, dynamic experience. Discounted tickets will also be available as part of the promotion.

Madame Tussauds London head of marketing Bimala Meeuws said: “We loved this idea the moment it was presented to us and are thrilled to be able to bring to life our new brand campaign in such an exciting way.

“Showing that London is about its people not just its landmarks by taking our lifelike figures out of the attraction for Outernet visitors to rub shoulders with, and to get their moment of fame at the same time.”

Creature London chief creative officer Ben Middleton added: ”This installation is a really exciting moment for both Creature and our partners at Madame Tussauds and Wavemaker to do something the attraction has never done before.

“Showing off just how immersive Madame Tussauds is, by using a world-famous space like ‘The Outernet’ at Tottenham Court Road, and then using groundbreaking tech like Amondo, to allow a consumer’s social pictures to feed into the big screen is the stuff that real people really do care about.”