Paddington Trail

1 November 2014

This week has seen 50 iconic statues of the much-loved Peruvian bear appear across London in a ground breaking campaign to mark the release of Studiocanal's film version of Paddington. This spectacular campaign, which has already gained blanket media coverage was conceived, developed, promoted and delivered by the in-house team at Premier.

If you are out and about in London during November, chances are you will come across a rather familiar young bear, who has taken residence in over 50 of the Capital's major landmark locations.

Premier is really proud to announce that we have been working with VisitLondon.com, Studiocanal and the NSPCC to create and promote The Paddington Trail, a major new attraction for Winter 2015, marking the highly anticipated release of Paddington in UK cinemas 28 November 2014.

The Trail, which was conceived and delivered by the in-house Premier team, has been designed so that visitors are able to follow in the furry footsteps of the world's favourite Peruvian explorer visiting locations across the capital from as far west as Heathrow through to the O2 in the east, taking in some of London's key cultural and landmark hotspots such as The Royal Opera House, Museum of London, Horse Guards Parade, the Museum of Childhood, Selfridges and, of course, Paddington Station.

Initially taken to Studiocanal by our Brands & Partnerships team, Premier soon brought together London & Partners and NSPCC to join in the fun and The Paddington Trail started its journey. Premier has since co-ordinated all aspects of the campaign, including bringing on over 40 sponsors and partners to support the project as well as working with the NSPCC to recruit the celebrity designers.

The Paddington Trail was launched to the press by Premier's PR team with a fanfare on Monday 3 November ahead of the overnight installation of all 50 statues and the opening of The Trail to the public. TV, radio and news agencies all attended the launch to interview statue designers Hugh Bonneville - one star of the forthcoming Paddington film - and artists Michael Howells and Ryan McElhinney resulting in regional, national and international coverage, with much of the video used across the global press also being filmed and produced by Premier's in-house production team.

We are really proud of this project as it has been a truly cross-company affair at Premier, with our team handling the production, PR and Brands & Partnerships through to Events & Production and Creative Services.