Graphico handed digital strategy London Eye brief

London%20EyeThe British Airways London Eye has appointed a new digital agency after a six-way pitch, replacing the Open Agency with Graphico.

Graphico has been tasked with creating a new digital strategy and developing an eCRM programme to build long-term relationships with consumers. London Eye marketing director Helen Bull oversaw the pitch.

Graphico will create a website offering a “rich media, dynamic experience” for visitors. The new site and digital strategy is scheduled to launch in early autumn.

The site was last revamped when the tourist attraction appointed The Open Agency in 2002.

Besides giving the London Eye a strong online presence, the new strategy will incorporate data capture and consumer tracking facilities, enabling the attraction to target consumers based on their previous site activity.

London Eye plans to offer partnership opportunities for would-be advertisers. The new site will feature links and advertising from various facilities such as restaurants and entertainment venues.

Graphico is a full service creative digital agency with a turnover of £5m. Its bluechip clients include Sony BMG and First Great Western. The London Eye is part of the Tussauds Group, which was bought this year by Merlin Entertainment for £1bn.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here