For a couple of weeks this November, Greenwich has been magically transformed into the Royal Borough of GreenWitch, marking a unique celebration of the highly anticipated release of Wicked. This exciting venture has been made possible by the partnership between Visit Greenwich, Organic Publicity, and Universal Studios, who creatively brought the world of Oz to life right in the heart of this historic London borough.
The choice of Greenwich isn’t just about the clever twist on the name—GreenWitch—it is also about the borough’s geographical significance. Situated at the point where the eastern and western hemispheres meet, Greenwich’s position mirrors one of Wicked’s central themes: the connection between two worlds that seem opposites at first.
Barrie Kelly, Chief Executive, Visit Greenwich, said: “Greenwich is internationally known for being located on the Prime Meridian, 0° Longitude. It is where east meets west and the Wicked movie has a similar theme. The film delves into the story of Elphaba, the so-called “wicked” witch, and Glinda, the “good” witch, as their lives intertwine despite their differences.
Behind the scenes, months of meticulous planning have gone into this magical transformation, with teams working quietly under strict NDAs to ensure the surprise was kept under wraps. When the reveal came, Greenwich was filled with magical touches and Wicked-themed surprises at every corner. Iconic locations were reimagined with decorations inspired by the film, and visitors experienced the kind of whimsical atmosphere that made it feel as though they were stepping into the Land of Oz itself.
This campaign isn’t just about promoting a movie—it’s about showcasing the charm and cultural richness of Greenwich, while generating excitement for the film, which is set to hit theaters on November 22nd. For fans of the musical, this transformation has been an exciting preview of what’s to come in the highly anticipated cinematic version. For Greenwich, it’s a fantastic opportunity to shine a spotlight on its historical significance and beautiful landmarks, proving once again that this borough is a place where the extraordinary meets the everyday.
If you didn’t get a chance to experience the GreenWitch transformation, don’t worry—Wicked will be in theaters soon, and it’s sure to be as magical as the borough’s makeover. You can grab your tickets for Wicked here. Until the release, we’ll be reminiscing about this unforgettable celebration and eagerly awaiting the chance to see Elphaba and Glinda’s story unfold on the big screen.
