Taking place in January, the inaugural Lumiere London, saw central London lit up in an array of colours, and also featured an aerial sculpture made of knotted twine, located in Oxford Circus. The artwork, by American artist Janet Echelman and called 1.8 London, was inspired by the 2011 Japanese tsunami. Other artworks inlcuded oversized scupltures by French artist Cedric Le Borgne at Jermyn Street.
In March, Jägermeister teamed up with Matt Tuck, lead singer of heavy metal band Bullet for My Valentine to deliver its latest Ice Cold Gig across three different locations. The singer performed a three-part gig in Lyngsfjord, Norway and was captured skydiving, on a speedboat, and husky sledding. The clip opened with Tuck and his friends embarking on a 15,000ft ascent in a Eurocopter AS350 helicopter. He is seen free-falling from the helicopter, his canopy opening at 7,000ft.
UKTV celebrated the launch of its new channel W in February by giving consumers the chance to win diamonds through a balloon-led treasure hunt. Musician Sophie Ellis-Bextor, whose documentary Sophie On Fame aired on W in the same month, launched hundreds of blue balloons from a four-metre high 3D W logo located on London’s Gabriel Wharf. Those who found the balloons, which could travel up to five miles in the air, could follow instructions to enter a social media competition.
In May, premium vodka brand Grey Goose teamed up with aviation company Blade to offer a mixology-based experience for passengers flying from Manhattan, New York, to locations such as the Hamptons and Nantucket. Blade customers enjoyed a cocktail experience from the moment they checked in to when they arrived at their destination. Grey Goose Le Grand Fizz, the official Blade cocktail, was served to passengers in Blade lounges to enjoy while en-route to their summer destinations.
As part of its campaign to raise awareness of hayfever at nightime, retailer Boots launched 3.25 million petals into the air at St Christopher's place in central London in May, while celebrity DJ Lauren Pope, from The Only Way is Essex, played a DJ set as the sun went down and people partied under the petals.
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