Crashing Websites with Taylor Swift: Driving ToursByLocals’ London Buzz

The Brief

To drive awareness and summer bookings for ToursByLocals, the global online guide platform connecting travellers to 5,000 worldwide local experts.

Our Approach

Timed to launch ahead of Taylor Swift’s much-anticipated ERAs Tour in July 2024, this unique experience tapped into growing excitement around her London shows.

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 1.2 million viewers and caused the ToursByLocals website to crash temporarily!

Taylor Swift
Taylor Swift
Taylor Swift

Impact

media hits
broadcast opporunity
million reach
Instagram and TikTok campaigns