MEDIA CHOICE: Simon King, the joint managing director of Pure Media, picks the Tower of London's latest bid to attract visitors

"On one of those hot summer days last week I left a meeting in the King's Road and walked into Sloane Square. There was a building on the north side covered in scaffolding and on the corner, just above head height, was this poster.

"As a consumer, it made me smile and I put the Tower of London back on my 'potential places to visit' list. As a media practitioner, I thought the Tower of London has used a small part of a potentially huge space, for a fraction of the cost, but with all of the effect. I hope visitor numbers soar."

Client: Tower of London

Medium: Outdoor activity in London

Media planning: Ben Wood at Miles Calcraft Briginshaw Duffy

Media buying: Derek Manns at Starcom Motive

Creative: MCBD

Brief: Encourage potential visitors to take a new, intriguing and

entertaining view of the Tower