Case Study
London’s Burning Festival by Artichoke

Artichoke, one of the UK’s leading creative companies, appointed Flint to deliver and devise an international campaign to promote London’s Burning, a festival of arts and ideas and the centrepiece of Great Fire 350, marking the anniversary of the 1666 Great Fire of London.

London’s Burning, supported by founding sponsorship from the City of London and Arts Council England, explored the momentous event in the history and evolution of London through the vision of leading contemporary artists and thinkers in a city-wide curated public programme from 30th August to 4th September 2016. Art works were presented at a number of city landmark locations including a six-hour underwater performance in the City, projections on the National Theatre fly tower and dome of St Paul’s’ Cathedral, a Fire Garden by French Alchemists at Tate Modern and the finale burn of a 120-metre-long sculpture of 17th century London on the River Thames.

Building on Artichoke’s considerable success of Lumiere London earlier this year, Flint delivered an international press campaign positioning London’s Burning as the focal point of the Great Fire commemorations in the City. In ten weeks Flint generated over 400 items of coverage with a total circulation of over 3 billion – connecting audiences to this significant moment in London’s history whilst highlighting the contemporary relevance of the programme in relation to issue of resilience and resurgence concerning cities worldwide.

Working in close collaboration with festival partners and stakeholders including London + Partners, St Paul’s Cathedral, the National Theatre, Tate Modern and Broadgate, the campaign was driven by clear and consistent messaging and a dynamic media strategy to generate broad awareness and engagement. Showcasing the City’s compelling and rich cultural offering throughout the festival and beyond.

In addition, Flint managed  all on-site press attendance and for the finale alone, over 40 international press positioned around the Thames, with multiple broadcast outlets recording and streaming the footage worldwide. Reflecting the reach of the campaign, 50,000 visitors attended the burn and the live-stream gained over one million viewers. The campaign exceeded all objectives through delivering over 55 national newspaper articles and picture stories alone, 39 broadcast pieces and 152 international print and online features.

 

Image Credit: London 1666, David Best, part of London’s Burning produced by Artichoke © Matthew Andrews, 2016

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