How do you relaunch (the now suspended ten feet in the air) Cutty Sark and promote it as an iconic tourist attraction? Turn it into the perfect photo opportunity. Aligned with ‘pushing’ the Leaning Tower of Pisa or ‘picking up’ a pyramid, visitors can now ‘lift’ Cutty Sark.
What began as a pitch concept became National Maritime's advertising campaign.
Realising that social media would be a great opportunity for them, I also suggested the client added a 'Lift the Cutty Sark' feature on their Facebook page. Here people could share pictures of them 'lifting' the ship, generating additional PR for the campaign.