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Kew Gardens launches digital OOH campaign to attract overseas tourists

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By John McCarthy | Media editor

July 28, 2014 | 3 min read

Kew Gardens has kicked off its first ever digital out-of-home (OOH) campaign to encourage overseas visitors to check out London’s ‘Most Beautiful World Heritage Site’.

The ad will try to drive tourists towards the site

The four-week campaign, launched today (28 July), will promote activities on offer at Kew Gardens, including the Xstrata Treetop Walkway in a video which will be shown on screens at London tube stations with heavy tourist footfall as well as at Westfield shopping centre in White City.

Kew worked with media planning agency Arena on the campaign, which includes a short film that highlights the experiences on offer at Kew, while aiming to show off Kew as a beautiful and tranquil location.

Tina Houlton, head of marketing at Kew Gardens, said: “Kew Gardens is a special place. It’s a tranquil oasis where people can experience a different side of London to the hustle and bustle they may be used to.

“With its rich history and range of activities, there is so much on offer at Kew this summer and this campaign is all about encouraging visitors to London to come and see it for themselves.”

Arena, founded in 1990, counts Domino’s Pizza, Eurostar and ESPN among its clients. Earlier this year it won a £2m planning account with prossecco brand Canti.

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