Model village marks centenary with advertising deal

Summarised from 4 outlets · Updated 5 Nov, 14:55 · Archive

Bekonscot Model Village in Beaconsfield, which opened in 1929, has secured funding for its 100th anniversary by advertising itsu Jumbo Spring Rolls.

Bekonscot Model Village and Railway in Beaconsfield, which opened in 1929, has secured funding for its 100th anniversary by advertising food brand itsu. The 1.5-acre miniature attraction, known for preserving a snapshot of 1930s Britain, has largely avoided advertising during its near-century of operation.

The village was brought into the modern day with signs promoting itsu Jumbo Spring Rolls. Advertising appeared across the model towns, with miniature posters, railway signs, shopfront branding and even a banner trailing behind a plane. Installation took more than four hours of painstaking work, with each advert carefully attached to avoid damaging the attraction's buildings and scenery.

Among the additions was a 29.5cm by 19.5cm poster on the front of the model Granodeon cinema, accompanied by two smaller framed adverts outside its entrance. The village railway station was updated with two miniature poster boards and a 14.5cm by 9cm panel alongside its footbridge.

To complete the transformation, internet personality the Wealdstone Raider, real name Gordon Hill, aged 60, was recreated in miniature and placed beside the model football pitch as an unofficial brand ambassador.

Itsu said the campaign allowed it to 'go big' for the launch of its Jumbo Spring Rolls by making everything around them smaller. The brand stated that Bekonscot provided everything expected from a town takeover: 'a high street and cinema to a railway station and football pitch, only on a much smaller scale'.

Bekonscot is putting the funding towards upkeep and ongoing charitable work.

How it is being reported

• World's oldest model village secures 100th anniversary funding through itsuThe world's oldest model village has secured extra funding ahead of its 100th anniversary - by advertising a food brand.Croydon Guardian · 5 Nov, 14:31
• World's oldest model village secures 100th anniversary funding through itsuThe world's oldest model village has secured extra funding ahead of its 100th anniversary - by advertising a food brand.This Is Local London · 5 Nov, 14:31
• World's oldest model village secures 100th anniversary funding through itsuThe world's oldest model village has secured extra funding ahead of its 100th anniversary - by advertising a food brand.Wandsworth Guardian · 5 Nov, 14:31
• World's oldest model village secures 100th anniversary funding through itsuThe world's oldest model village has secured extra funding ahead of its 100th anniversary - by advertising a food brand.News Shopper · 5 Nov, 14:31

In this story: Bekonscot Model Village and Railway · Beaconsfield · itsu · Gordon Hill · Wealdstone Raider

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