In 2007, VisitLondon wanted to promote the vast area of parks and green spaces in the UK’s capital city to the rest of the world. The response was simple and single-minded. Turf Trafalgar Square, and turn it into a park for the day.

The image instantly travelled across the globe – picking up media and online coverage in every continent. Over 1500 articles appeared in newspapers and on TV. 450 blog posts went up within 48 hours. The image zipped to the top of Google’s image search rankings for Trafalgar Square almost immediately. Who knew 2,000 square meters of grass loaned to us from a North Yorkshire could create such an impact?