London Bridge City

Summer by the River 2022

A Touch of Miami Magic

How well do you know the history of Miami?

The late 1930s were a particularly exciting time for the Magic City as it left the dark days of The Great Depression behind to bask in a new era of hope. So, when London Bridge City asked us to bring the party back to our capital’s largest free summer festival, we knew exactly where to look for inspiration…

As with every Summer by the River campaign, we started with a story – a big idea that shaped the overarching identity, print and digital content. This year we invited Londoners to live it up on the banks of the Thames, where better times had finally arrived. Our environmental branding, which featured across lamppost banners, wall vinyls, ECN screens and more, brought the story to life – recreating a slice of sun-drenched South Beach by the river.

We carried the theme into our social media and PR activity to ensure the festival didn’t miss a beat. Between 9 May and 2 September, it featured in the last print edition of Time Out, The Guardian’s ‘Thrifty summer’ round up and a Secret London e-newsletter, and generated:

  • 2,000+ new social followers
  • 22,000+ social engagements
  • 750,000+ social impressions
  • 120+ pieces of press coverage.

“When the sun shines in London, there’s no better place to be than ’by the River.”

Secret London