Jorvik Viking Centre

Challenge

Jorvik, opened in 1984, authentically recreates Viking York in AD975 – the looks, sounds and smells. A critical success, it became one of Britain’s leading tourist attractions with over 12 million visitors in 17 years. But by 2000 attendance was waning – so following a 5-month, £5million refurbishment, we were briefed to relaunch the attraction.

Creative thinking

Campaign theme ‘The Viking City Recaptured’ appeared on TV, consumer and travel trade press, literature and online, featuring a Viking sword with images appearing in its rotating blade. Outdoors, this effect was recreated with innovative lenticular bus sides. The sword also starred in viral emails, and several Vikings were spotted on York’s streets.

Results

When Jorvik reopened monthly visitors were 26% up year on year with over 500,000 by the end of the first season.