How We Created a Travel Checklist for Families Through the Use of Google Maps

Using Google Maps to execute a low budget, high reach campaign for Paddington Bear.

The Brief

It’s no secret that the world is in love with Paddington, the kind and polite bear who currently resides at 32 Windsor Gardens with the Brown family. Since he was created by Michael Bond in 1958, Paddington has been delighting families through books, movies, toys and now a new TV series, ‘The Adventures of Paddington’.

As part of our ongoing partnership with Paddington and the team at The Copyrights Group (a STUDIOCANAL company), managing Paddington’s social channels, we are always seeking to increase reach with new campaigns and platforms.

Our Response

Away from TV screens and the pages of books, fans of Paddington also love to connect with their favourite character by posing for photos at Paddington station, next to his statue in Leicester Square and even at filming locations from the hit films. London is packed full of exciting Paddington locations and activities.

We utilised Google Maps to create a list of Paddington’s favourite London landmarks, including Paddington’s retail destinations, ‘Paddington Store’ and ‘Paddington Cafe’. We tapped into key scenes from the Movies such as Mr Gruber’s antique shop, the Serpentine Lido, and of course, finishing up at the Paddington Cafe in Euston Station for a currant bun and a cup of hot cocoa!

To support our Google Maps campaign we created an Instagram Reel video outlining the locations, to share on Paddington’s social media channels to encourage fans to participate. We also worked with relevant influencers to capture content at the various locations. This integrated approach gave the campaign a wider reach, as well as further content for us to share across the Paddington channels.

Influencer video views
Video views on Paddington’s social channels
CC: Kayleigh Vikery
"This is a lovely and innovative initiative which helped us give visibility to new Paddington product lines whilst encouraging fans to visit the brand’s retail destinations at Paddington Station in London. This project allowed us to generate lots of UGC content for our channels and give fans the perfect itinerary for a day-out in the city."
Zoé Marty - Marketing Manager

If you’d like to go on your own Paddington adventure, be sure to check out our Google guide here.

Want to get more people talking about your brand? Get in touch now.