Sunshine lands in central London as the news brand teams up with Visit California, Los Angeles Tourism and Virgin Atlantic Holidays, to spotlight the California Games at the London Outernet on 12–13 June
A bold cover wrap kicks things off, leading the buzz for the two day takeover and celebrating the state’s ‘Big play’ spirit.
Visitors to the Outernet event can enjoy a program featuring sport related entertainment and meet and greets.
Timed to coincide with the launch of this summers World Cup , the campaign aims to drive holiday bookings through Virgin Atlantic Holidays, positioning California as the ultimate playground for sports, entertainment, and culture. Digital content and social video support the print moment; while the cover wrap is guaranteed maximum on-street impact thanks to The Standard’s vendor network.
Dan Locke, The Standard’s commercial strategy director, comments: “This campaign is a brilliant example of how The Standard connects premium brands like Visit California, Los Angeles Tourism, and Virgin Atlantic Holidays with a highly engaged audience through creative, multi-platform solutions.
Tying into the ‘Summer of Sport’ and the launch of the World Cup, the high-impact cover wrap and immersive Outernet experience allow us to truly own the moment and position California as the ultimate ‘Big play’ destination for our readers.”
