While most of the British public seem decidedly ambivalent about this Saturday’s coronation of King Charles, marketers are, of course, out in force with stunts, ads and promotions. Among them is easyJet Holidays, which hit a beach on the English Channel in West Sussex for an elaborate sandcastle sculpture of Buckingham Palace.
The sculpture was made using a Buckingham Palace sandcastle bucket, commissioned by the travel company, which led to the creation of a scale model replica of Charles’ London residence. It measures 3 feet wide by 0.8 feet high by 0.6 feet deep and contains 3-4 kilograms of sand.
The project was led by PR agency Taylor Herring, which has something of a history of doing eye-catching beach sculptures. Back in the 2013, the agency created a giant dragon skull and installed it on Charmouth Beach on Dorset’s Jurassic coast—claiming it had washed ashore. (It was a stunt for HBO’s Game of Thrones.)
The Buckingham Palace sandcastle is part of easyJet’s “Holidays Fit for a King” promotion, built around the two extra bank holidays (May 1 and May 8) that Britons are enjoying due to the coronation. According to a recent study, many people are taking advantage of the two extra days off to plan a quick trip abroad for one of the long weekends.
“With so many Brits keen to celebrate the coronation whilst on holiday either from beaches, swimming pools or resort bars we wanted to create our very own tribute to King Charles III by immortalizing his official London residence Buckingham Palace out of sand,” said Garry Wilson, CEO of easyJet Holidays. “We can’t wait to see how our customers who will be on holiday this weekend embrace the festivities around the coronation.”
“Holidays Fit for a King” offers deals on select 5-star hotels across 66 beach and city destinations. Packages include flights, accommodation, 50 pounds of luggage per person and transfers on beach holidays.