Challenge

Turn a new local landmark into a national icon. Spinnaker Tower soars an elegant 170 metres into the sky above Portsmouth’s historic harbour. It was always going to be noticed by the locals, but to justify its existence it needed to draw in visitors who couldn’t see it out of their bedroom or office window - and get people ascending rather than just admiring it.

Creative thinking

Huet Aminto was brought on board at an early stage, so we were able to help develop the brand and its promotional strategy, initially creating the eyecatching logo. The integrated campaign of press advertising, posters and literature reflected the brand essence by adopting the same tall, thin format - even to the extent of turning a 48-sheet poster on its side! Colours were also chosen to complement the nautical theme. Finally, we created a TV commercial capturing the surge of sheer emotion you feel standing on the Tower’s viewing platform looking down over the ocean.

Results

300,000 visitors were welcomed in the first 3 months after launch, the figure that had been expected after a year.