Black Diamond devised an immersive campaign to raise awareness of their Santa Monica client among London’s affluent residents. From initial concept drawings to physical build, to launch and promotion, Black Diamond transformed the Hilton DoubleTree – Tower of London’s rooftop terrace into Santa Monica at SkyLounge for over four months throughout summer 2016. Taking inspiration from the destination, Santa Monica at SkyLounge combined immersive design elements, including ferris wheel seating, pier selfie pods and Santa Monica sand and palm trees, with destination-inspired food, drink and events. Airline and operators partnered to run competitions and bespoke trade and media events were held throughout the activation.
In excess of 15,000 visitors were welcomed at Santa Monica at SkyLounge. A total of 160 trade, media and consumer events were held with media coverage in print, broadcast and social. A total of 940,000 social media impressions and over 200 million social media impressions were achieved.