Madame Tussauds London is shifting away from celebrity figure-centric communications by putting the spotlight on the interactivity of the visitor experience and the human emotion that a trip to the attraction elicits.
In partnership with Modern Citizens, it is launching a new campaign “Feel it for Yourself”, designed to bring to life the emotions “you can only experience at London’s most immersive and impossible day out”.
Whether visitors find themselves in the “dream scenario” of choosing between Timothée Chalamet or Harry Styles, stepping into the action alongside Marvel Super Heroes or casually mingling with the Royal Family, the campaign spotlights three of the attraction’s most dynamic zones: the Marvel Hall of Heroes, the Awards Party and the Royal Palace, to demonstrate how Madame Tussauds London offers a uniquely entertaining day out.
The campaign, the latest in the long-term partnership between Merlin Entertainments and Modern Citizens, will run primarily in AV-first channels, including full-motion DOOH, OLV and social, in addition to static OOH sites in and around London.
As well as the UK, the campaign will also be live in other key European markets – France and Germany – and is being adapted for use by Madame Tussauds Amsterdam, launching at the end of April.
The campaign was produced by Eyeline Pictures and directed by Chloe Victoria Hughes. Media planning and buying was led by Wavemaker UK.
Madame Tussauds London general manager Steve Blackburn said: “Madame Tussauds is an experience that can only be truly understood once you’ve visited. We’ve been curating and developing our experience for more than 150 years; with a supercharged refresh across the whole attraction in the last five, meaning it’s more dynamic, immersive and unmissable than ever.
The ‘Feel it for Yourself’ campaign is the closest we’ve come to authentically emulating the feelings you experience when visiting Madame Tussauds London.”
Modern Citizens chief creative officer Stu Outhwaite Noel added: “Madame Tussauds London isn’t just a place full of extraordinary celebrity figures, it’s a place filled with extraordinary emotions, reactions and feelings that visitors simply can’t get anywhere else. With this campaign, we wanted to make those completely unique feelings the star of the show, with our celebs – for maybe the first time ever in Tussauds advertising – the supporting cast. But don’t take our word for it. Go feel it for yourself!”
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