The Brief
In autumn 2025, Destination Marketing crafted a whimsical and engaging campaign for Kew Gardens. The concept was simple yet inventive: the Headless Horseman was coming to Kew Gardens for a "work experience day," blending Halloween spookiness with light-hearted humour.
Execution:
The entire video production was led by Destination Marketing’s CEO, Matt Baker, who directed the shoot and oversaw all creative elements from storyboard to final edit. The video featured the Headless Horseman humorously trying out different garden tasks, creating a charming and shareable piece of content that appealed to a wide audience.
Results:
The campaign became the most engaged social media video in Kew Gardens’ history, amassing over 1.3 million views on Instagram, 100,000+ likes, 41,000 shares, and over 1,000 comments. The Headless Horseman “work experience” theme delighted viewers and effectively drove both footfall and online engagement for the garden’s Halloween festivities.
The campaign has been recognised by The Institute of Promotional Marketing.
Conclusion: This case study demonstrates how a creative, story-driven approach can turn a simple concept into a viral sensation, reinforcing Destination Marketing’s expertise in delivering memorable and impactful campaigns.
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