The London Eye has launched a new year-long, multi-channel campaign titled “The World’s Most Iconic Ride,” created by Modern Citizens.

To celebrate its 25th anniversary, the campaign highlights the Eye’s enduring appeal as one of London’s most iconic landmarks.

“The World’s Most Iconic Ride” campaign shifts focus from the Eye’s view to the emotional connections and human stories that have shaped its legacy.

First teased during London’s New Year’s Eve celebrations, the campaign runs across the UK and US, combining user-generated content and licensed footage to bring the Eye’s rich history to life.

The hero film, narrated by London-born spoken word poet Emmanuel Speaks and set to Movin’ On Up by Primal Scream, frames the Eye’s journey from its creation to the present day, set against the 2025 New Year’s Eve fireworks.

The campaign launched with OOH and social media content on the anniversary date, and includes a 20-minute cinematic film, a love letter to London, produced by Chief.

This marks the latest phase of a long-term partnership between Modern Citizens and Merlin Entertainments. It also introduces a refreshed visual identity for the London Eye, designed by Pentagram.

The media strategy was led by Wavemaker UK, with PR handled by Stripe Communications.

Steve Dodd and Josh Dando, Creative Directors at Modern Citizens, said: “It seems like the London Eye only opened yesterday, while at the same time feeling like it’s been around forever, for every iconic moment in recent history. So, we wanted to create a campaign that spoke to visitors new, returning and ‘just commuting’. If we’ve created something with half as much iconicity and longevity as the Eye, we’ll have done a pretty good job.”

Craig Inglis, Chief Marketing Officer at Merlin Entertainments, added: “The London Eye was originally built as a temporary structure to mark the new century, but over time it has become an icon of London’s skyline and the city many call home. So, what better time than a 25th anniversary to launch this campaign as an homage to the Eye, to London, and to the millions of people who have ridden it and made lasting memories, becoming part of our amazing history. The World’s Most Iconic Ride is an authentic celebration of everything the Eye has been, is and will be in the future.”