Historic London

Using Google’s Street View functionality, we superimposed 100-year-old photographs over current views to create Historic London for Expedia UK.

Objectives

1. Achieve top-tier, authoritative, editorially valid links that increase site authority.
2. Deliver LinkScore results of over 1,000 points.
3. Support and increase brand recognition efforts through coverage, social and print.

Methodology

Our plan was to create a simple, engaging gallery featuring historic images of key places and tourist hotspots in London. By superimposing 100-year-old photos over Google Street View scenes, we enabled users to interactively browse the bustling streets of London and see how some of the most famous parts of England’s capital looked a century ago.

We curated high-quality images of famous landmarks and destinations in London and ensured that the images were appropriately framed to match the current view as seen on Google Street View. This was a significant challenge as it was important to ensure position, angles and scale matched Street View to give the user the best experience.

We worked on a kick-ass outreach strategy to create some ‘buzz’ around the campaign in advance of the launch which resulted in a surge of links.

Results

• 7764

  LinkScore

• 79

  Linking domains

• 164k

  Coverage views

• 90k

  Coverage shares

• ITV London news also covered the campaign in a segment during their evening news broadcast

Coverage highlights

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View live campaign