ThamesJet by City Cruises: Mission Possible

Campaign Mission Impossible – completed for ThamesJet

Intelligence

We supported leading London sightseeing company City Cruises’ move into the high-octane arena by coordinating the launch of its ThamesJet RIB experience. With several successful RIB companies already in operation on the Thames, and a rival launch earlier in the season, getting attention was always going to be tough.

Showcasing the extreme nature of ThamesJet and the spectacular backdrop of London, while being true to the brand, led us to an idea for a unique media stunt. It was a high risk strategy that needed flawless execution to deliver results.

Inspiration

We used the ride’s Mission Impossible theme, and invited the public to “star in your own action adventure,” by filling the boat with iconic action heroes dressed ready for combat.  A photoshoot RIB ride down the Thames, with public meet and greets, took a different twist when the police arrived ready to arrest our “armed” heroes – and a successful stunt soon turned into a media phenomenon (thanks to some prudent phone calls to the newsdesks).

Impact

Over 230 million people were reached by our campaign, which saw over 200 pieces appear in the national, regional and consumer press, and some international titles. The weekend following this stunt was the busiest on record for City Cruises achieving a return on investment of 45:1.

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