Tower Bridge is one of the most recognised images of London – photographed by millions, but visited by less.
Kallaway was appointed to shift the perception of the Bridge from a landmark to look at, to a cultural attraction to visit.
We positioned the Bridge through Step Inside - a campaign to move audiences from observing the landmark to experiencing it.
Over a decade-long partnership, we reconnected Londoners to their bridge by placing it in the cultural conversations that matter to younger, contemporary audiences. By doing so, it turned the Bridge into a stage for activity, ranging from sunset yoga to sessions with psychotherapists designed to help visitors overcome a fear of heights.
We launched the Glass Floor 42m above the Thames as a new attraction for thrill seekers. The launch marked the Bridge’s 125th anniversary with a national moment that marked the coronation of King Charles III. This achieved global coverage, and contributed to the Bridge breaking records for visitor attendance.
To reach family audiences, we built the Tower Bridge Cat book series into a cultural property in its own right. Beyond the capital, our ongoing UK and international tourism work ensures the Bridge appears on visitor itineraries before a trip to London begins.
Tower Bridge is now established as one of London’s most popular paid attractions - a working monument that around one million people visit per annum, not just photograph.
| 4,500 | Stories since 2020 |
| 17bn | "Potential" audience reach since 2020 |
| 50% | Increase in visitors |
| Top 10 | Most visited paid attraction in London |
“Kallaway directly increased our visitor figures and we have seen business grow substantially. I recommend them to anyone serious about elevating the profile of their business.”
Chris Earlie, Head of Tower Bridge
