The Thames Diamond Jubilee Pageant

The Challenge

RepComms were asked by the Pageant’s Communications Agency, Pagefield, to execute a national programme of commercial promotional activity to support the Thames Diamond Jubilee Pageant, helping to create, buzz, anticipation and a unique opportunity for members of the public to take part in this historic event.

The Thames Diamond Jubilee Pageant saw a flotilla of 1000 boats on the River Thames on Sunday June 3, as part of the Queen’s diamond jubilee celebrations.

Our Approach

We met with major national newspapers, putting together tailored promotional proposals which sought to support the editorial effort of the newspapers alongside offering readers the opportunity to play a central role in the Pageant as guests aboard one of the passenger boats.

We also put together a promotional opportunity for one newspaper to support the Battersea Diamond Jubilee Festival, with an exclusive reader ticket offer.

The Diamond Jubilee Festival celebrated 60 years of design, music, art, film, fashion and food, as well as providing a great vantage point to watch the Thames Diamond Jubilee Pageant.

The Results

We placed promotions with the Daily Telegraph, The Daily Mail, The Sun and The Times, which saw each newspaper take their own exclusive boat for the day, offering readers the opportunity to be part of this historic event.

The reader offers all received front page promotional space, as well additional space inside the newspaper.

Exclusively, The Times and The Sunday Times newspaper also give its readers access to 10,000 tickets to join The Battersea Diamond Jubilee Festival.