Alongside five aqua challenges, visitors could also enjoy the Splash-Out Zone, which featured partners including Love Smoothie Bike, Sunuva, First News, Kidzania and Metcalfe's Skinny. The area also included the RNLI Inspire Zone, where attendees could find out more about the charity's work, a photo booth, a surf simulator, a zorbing pool and a stand with information on the the RNLI's Respect the Water campaign. Lifeboats were also installed in the area.
The event, devised by agency WMP Creative, aimed to target a London audience and inform them about the work the charity does in the capital in a fun, family-oriented environment.
Amy Erskine, senior innovation manager at the RNLI, said: "This is first time we have done an event on this scale and we have aspirations to do more. Talking to our target audience in a face-to-face environment is a much more engaging process for us. The charity has a natural affinity with water and we wanted to promote the event with brands that have similar values to ours."
Last year, the RNLI opened a water-only pop-up bar in Shoreditch, to highlight its work to an urban demographic. It also previously invested in experiential with a Beach Smart campaign at five UK coastal shopping centres in 2014, created by Proximity London.
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