Develop a cross-platform promotional campaign for the Downton Abbey immersive exhibition to create awareness, and excitement, and drive ticket sales for the exhibit’s debut in the U.S. SJI was an obvious contender for the campaign, due to its long history working with PBS for Downton Abbey, including key art and digital campaigns for almost every season, and designing the licensed products style guide for NBCU/Carnival Films.
The creative focused on the most beloved characters, along with the very recognizable Abbey itself in all the imagery. A sense of urgency and fear of missing out was reinforced with “limited engagement” messaging. From the website, to a huge digital and out-of-home advertising campaign, to event signage, the campaign helped broaden awareness for fans, tourists and everyone interested in the Downton phenomenon. Custom ads were also created targeting the holiday gift-giving season. Advertising appeared on 125 digital taxi tops, 30 telephone kiosks, and 200 static taxi tops.
Due to unprecedented demand, NBCUniversal extended the run of the New York City exhibition by several months.