Back to Hogwarts 2024

Hogwarts: stateside

Brief

For the first time in the USA, solidify “Back to Hogwarts” as a memorable and highly anticipated annual event by creating a unique experiential activation for one of the world’s most beloved franchises - including multiple partner markets - to expand global reach, targeting the next generation of fans.

Idea

Back to Hogwarts is a highly anticipated fan-led celebration centred around September 1st, the day when students in the Harry Potter universe board the Hogwarts Express and return to school. Traditionally celebrated in King’s Cross, London, we aimed to match the hype, 3,459 miles away in Grand Central Terminal in New York City. The event opened with a breath-taking performance by the Broadway cast of Harry Potter and the Cursed Child. Attendees enjoyed a range of magical experiences: interacting with a Quidditch player at the Quidditch Champions tent, designing their own Lego character at Lego: Mirror of Erised, exploring Harry Potter products with a Hogwarts student in the Amazon Common Rooms, choosing their favourite wand, designing custom Hogwarts acceptance letters, seeing the Hogwarts Express fly through the station with an AR Snapchat filter and washing it all down with a delicious Butterbeer. On September 1st, SWAMP orchestrated a special countdown show filled with surprise guests to mark the Hogwarts Express departure and the new Hogwarts school year. As 11am approached, the High Table clock whirled and whizzed, and Hedwig’s Theme—the iconic Harry Potter title music—filled the huge building. Though in a completely new location, the magic of Platform 9¾ was delivered to New York City in 2024, upending expectations by bringing magic to the Muggle world.

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500M

Media Impressions

70

Pieces of Media Coverage

13M

Social Impressions

3376

Tickets Sold

Transatlantic talent

SWAMP’s challenge was to faithfully create Hogwarts nearly 4000 miles from home - so we trawled New York City and the USA for the best Potterhead talent. Our countdown show was hosted by the viral sensation Kierra Lewis and soundtracked by the Attaca Quartet, performing a medley of music from the hit Broadway show Harry Potter and the Cursed Child and the audience were further spellbound by an exclusive interview with Broadway’s own Harry, Hermione, and Ron.

And as if that wasn’t exciting enough, Bonnie Wright, who played Ginny Weasley in the Harry Potter films, made a special guest appearance to share her unique insights into her time filming the timeless movies.

Planning a project stateside? Send us an Owl.
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Alternatively, you can email us directly
knock-knock@swampexperience.com

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