Olympia London Launches "Do What's New" With a Bold OOH Campaign
Rebranding a 140-year-old landmark is no small task. The challenge isn't simply attracting new audiences—it's honoring decades of history while convincing people there's something entirely new to experience.
That's the balance Olympia London achieves with its new brand platform, "Do What's New." Developed over eight months, the campaign introduces a refreshed identity that reflects the venue's ambitious transformation into one of London's most exciting cultural, entertainment, and events destinations.
Building a New Story Around Historic Foundations
For iconic venues, heritage is both an advantage and a responsibility.
Olympia's campaign doesn't abandon its history. Instead, it reframes it.
The platform invites audiences to see the venue not simply as a historic exhibition space, but as a destination constantly evolving with new experiences, new visitors, and new possibilities.
The message is optimistic, contemporary, and forward-looking while remaining rooted in Olympia's legacy.
Why Outdoor Media Matters for Place Branding
Outdoor advertising plays a unique role in destination marketing because it reaches people within the environments where they make decisions about where to go, what to explore, and how to spend their time.
Large-format media allows destinations to create anticipation long before visitors arrive.
For Olympia, the campaign establishes visibility across London while reinforcing the scale and ambition behind the venue's transformation.
OOH becomes more than advertising—it becomes an invitation.
Photography That Captures a New Identity
The campaign is brought to life through striking photography by Conor Cunningham, whose imagery reflects both the architectural character of Olympia and the energy of its future.
Strong visual storytelling is essential for destination marketing because audiences often form emotional impressions before they ever visit a place.
Combined with the simple but memorable headline, the photography creates a campaign that feels premium, confident, and distinctly London.
A Platform Designed for the Long Term
"Do What's New" is more than a launch campaign.
It provides Olympia with a flexible creative platform capable of supporting future exhibitions, entertainment experiences, conferences, retail, hospitality, and cultural programming.
Rather than promoting individual events, the campaign promotes a mindset—encouraging audiences to return because there's always something new waiting to be discovered.
That approach creates lasting brand value beyond any single activation.
Lessons for Marketers
- Great rebrands respect history while embracing change.
- OOH is one of the strongest channels for destination awareness.
- Simple brand platforms are easier to extend across multiple campaigns.
- Photography can communicate emotion as effectively as copy.
- Place branding succeeds when it sells experiences rather than locations.
Bottom Line
Olympia London's "Do What's New" campaign demonstrates how outdoor advertising can support the evolution of an iconic destination without losing sight of its heritage.
By combining a clear brand platform, compelling imagery, and strategic media placement, the campaign introduces a landmark that's no longer defined solely by its past—but by everything that's still to come.
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