As a content creator, digital marketer, and Editor-in-Chief at London Business News Magazine, I am always looking for creative ways to connect high-impact digital PR with hands-on, real-world experiences.
Modern digital marketing is moving fast beyond static press releases. Today, audiences want authentic, story-driven content that shows an experience in action.
That was the driving strategy behind a major summer campaign I recently spearheaded. Combining my editorial direction at London Business News with ClickDo’s media reach, I planned, produced, and executed an experiential brand collaboration featuring Planetarium Go and Zip World London at Queen Elizabeth Olympic Park in Stratford.
Here is a behind-the-scenes look at how I conceptualised this experiential campaign and used content marketing, video, and digital PR to maximize exposure.
How I Planned and Structured the Collaboration
When the opportunity arose to showcase this multi-attraction partnership, I wanted to go far beyond traditional editorial reporting. I designed a multi-channel content strategy centered around first-hand testing, visual storytelling, and community engagement.
I led the execution through three core steps:
- On-Site Content Direction: I headed down to Queen Elizabeth Olympic Park alongside our professional photographer, Petra Eujane. I personally tested the attractions to capture authentic reaction footage and high-end imagery. The video footage of my experience down the Helix was provided by Zip World London.
- Editorial Strategy & On-Site Interviews: To give the story depth and local relevance, I conducted an exclusive on-site interview with the Planetarium Go team. This allowed me to gather insider details—including an exclusive feature on their free community stargazing activation.
- Multi-Format Content Creation: I oversaw and managed the transformation of our raw site visit materials into a comprehensive editorial feature for londonbusinessnews.com, generating short-form social reels, and high-definition video content for LBN’s and ClickDo’s YouTube and social platforms.
3 Key Highlights I Captured and Promoted
During my time on-site, I curated the content strategy around three standout elements that make this partnership a top London destination:
1. Immersive Space Education
Planetarium Go introduced a mobile 360-degree educational dome featuring immersive films on space and science. I personally tested their high-tech audio headset system inside the dome, showcasing how the interactive audio keeps children and adults fully engaged.
2. High-Altitude Views Captured
I documented the skyline experience from Zip World London’s observation platform. By capturing photo and video footage 80 meters above ground, I gave our readers an authentic preview of the 360-degree views across London.
3. The Ultimate Thrill Trialled and Tested
To bring energy and excitement to the campaign, our team documented the preparation for the descent down the ArcelorMittal Orbit—the world’s longest and tallest tunnel slide—looping 12 times at speeds up to 15 mph.
Amplifying Community Impact & Local PR
A crucial part of my editorial vision for London Business News is highlighting events that bring genuine value to our local community.
Through my on-site interview, I surfaced an exclusive angle for our publication: Planetarium Go’s free community event featuring high-powered telescopes, science guides, and a massive inflatable moon selfie point outside West Ham Stadium on the 18th of July 2026. Featuring this community-focused angle helped drive organic interest and goodwill across our local London reader base.
Watch the full video to get a sense of the experience and coverage:
Campaign Execution & Scope
By combining my editorial leadership at londonbusinessnews.com with tailored video assets and multi-channel social distribution, I created a cohesive campaign:
- Published dynamic editorial coverage on London Business News Magazine’s What’s On page, giving the client strong SEO authority and brand visibility.
- Distributed targeted video content across our social networks and YouTube channels, reaching an engaged audience of over 10,000 London enthusiasts and professionals.
- Delivered a complete digital PR asset package that turned a seasonal mobile London attraction into a multi-platform media story as Planetarium Go and Zip World London reshared the stories via their channels and I repurposed it via ClickDo and my own channels and platforms.
Looking for an Entertaining Niche Media Campaign?
Whether you are looking to get an experience covered, secure high-impact PR coverage, or scale your reach through video and digital magazine features, I can help you plan and execute a campaign that delivers real targeted engagement. Check out another BTS case study, if you’re curious!
Get in touch with me directly here at info@manuelawillbold.com or book a consultation with me today to discuss how we can bring your brand campaign to life.