Crashing Websites
with Taylor Swift

We tapped into Taylor Swift fever. Creating a custom ‘London Boy Tour’, celebrating the global icon’s love affair with London, and referencing one of her hit songs, we launched this unique experience ahead of Swift’s hugely-anticipated ERAs tour due to hit London in July 2024.

The tour went live on the ToursByLocals platform alongside tailored content, a launch press release and social content.

To amplify reach, we hosted themed press trips for music media, fan blogs, lifestyle outlets, and national press—maximising momentum around Taylor’s London takeover.

Siobhan Grogan took part in the tour for a story which was published by The Daily Telegraph entitled ‘The definitive Taylor Swift tour of London – and five more hot spots fans don’t want to miss’.

A massive achievement was securing a mainstream broadcast opportunity on national TV where ToursByLocals London-based Swifty guide Susannah Cohen was included in a Taylor Swift-focused segment on popular daytime TV show Lorraine.

The segment reached an audience of 1.2m viewers and caused the ToursByLocals website to crash temporarily!