Madame Tussauds London has launched a  new campaign, ‘Feel it for Yourself’, designed to showcase the powerful emotions and immersive experiences that define a visit to the iconic attraction.

Created in partnership with modular agency Modern Citizens, the campaign marks a departure from the brand’s traditional celebrity-focused marketing. Instead, it puts human emotion and interactivity at the forefront, highlighting how the experience goes far beyond wax figures.

The campaign focuses on three of the attraction’s most popular zones, the Marvel Hall of Heroes, the Awards Party, and the Royal Palace – capturing moments like choosing between Timothée Chalamet or Harry Styles, stepping into action with Marvel Super Heroes, or mingling with the Royal Family.

Running primarily across AV-led channels such as full-motion digital out-of-home (DOOH), online video (OLV), and social media, the campaign will also appear on static sites around London. It is set to roll out in other key European markets, including France and Germany, with a tailored version launching at Madame Tussauds Amsterdam later this month.

Stu Outhwaite Noel, Chief Creative Officer, Modern Citizens said: “Madame Tussauds London isn’t just a place full of extraordinary celebrity figures, it’s a place filled with extraordinary emotions, reactions and feelings that visitors simply can’t get anywhere else.

“With this campaign, we wanted to make those completely unique feelings the star of the show, with our celebs – for maybe the first time ever in Tussauds advertising – the supporting cast. But don’t take our word for it. Go feel it for yourself!”

Steve Blackburn, General Manager, Madame Tussauds London added: “Madame Tussauds is an experience that can only be truly understood once you’ve visited. We’ve been curating and developing our experience for more than 150 years; with a supercharged refresh across the whole attraction in the last five, meaning it’s more dynamic, immersive and unmissable than ever.

“The ‘Feel it for Yourself’ campaign is the closest we’ve come to authentically emulating the feelings you experience when visiting Madame Tussauds London, and we’re incredibly proud of the campaign we’ve created together with Modern Citizens.”