Campaigns: Tourism & leisure - Maze helps tourists get lost in West End

Campaign: Get Lost in the West End
Client: West End Partnership
PR team: Cake
Date: August 2010
Budget: £95,000

The West End Partnership wanted to drive international visitor numbers by promoting the variety of activities available in London's West End.


- To secure worldwide media attention for the West End's 'hidden gems'.

Strategy and plan

Cake created the idea of encouraging people to 'get lost in the West End' and take time to explore lesser-known hidden gems. To do this, a 30m square maze was constructed in Trafalgar Square. Each pathway corresponded to a different street in the West End, and visitors were given quirky facts about that area as they passed through. The maze was in place for a week, and a performance space in its centre welcomed a different West End attraction each day. The event was promoted both onand offline - UK & international broadcast crews were invited down to film.

Measurement and evaluation

The campaign generated more than 220 pieces of print, online and broadcast coverage. Highlights included halfor full-page spreads in The Daily Telegraph, Corriere della Sera and The New Zealand Herald. Broadcast coverage was secured on China's CCTV, Russia's Kanal 1 and the BBC.


More than 35,000 people passed through the maze during the week.

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