In 2018 the team at St Paul’s realised that, year on year, thousands of visitors were turning away at the very entrance to the Cathedral. Why? For one reason or another, they didn’t realise the richness, depth or value of the experience that awaited them.
Seeing ‘an other side’ of St Paul’s
By running a series of discovery workshops with St Paul’s own tour guides – whose knowledge was encyclopaedic and enthusiasm infectious – we unearthed the gold dust that would inform our campaign.
This equipped us to take prospective visitors on their own eye-opening journey.
Offsite: We designed press ads and fliers to pique curiosity, and to make people begin to see London’s most recognised building with new eyes.
Onsite: We created a series of posters for the perimeter railings and forecourt that directed visitors to a completely transformed Admissions area.
Inside: We installed seven foot high wall panels, digital display screens and a series of videos to animate the space, and to do justice to the experience awaiting visitors.
Achieving significant results and ‘positive repercussions’
“There has been a marked increase in both footfall and ticket sales that we can attribute directly to this campaign.”
“This close collaboration with staff has made the entire process a particularly enjoyable and inclusive one – and the positive repercussions of that involvement have been an unexpected bonus.”
Steve Donald, Director of Visitor Engagement, St Paul’s Cathedral
