Harry Potter Back to Hogwarts 2025

Client: Warner Bros. Discovery

London-based SWAMP, together with Warner Bros. Discovery (WBD) brought the magic of Harry Potter to Grand Central Terminal in New York City to celebrate going Back to Hogwarts, a beloved fan-led moment in Harry Potter canon on September 1st when students board the Hogwarts Express from platform 9 ¾ and return to school.

Warner Bros Discovery’s objective was to grow the Harry Potter brand’s international footprint via simultaneous events in 8 countries, from Tokyo to Paris, Madrid to Changsha, helping to reach the next generation of audience across the world, and to help partners unlock multiple innovative marketing opportunities and maximise stories and coverage. This year SWAMP were tasked with delivering the first North American Back to Hogwarts celebration in NYC. Creating, producing and running a three-day Harry Potter themed experience inside the largest station in the world. The experience involved incorporating multiple franchise partners, actors to guide and delight audiences, and the cast of the Broadway show Harry Potter and the Cursed Child to dazzle with live performances. The show culminated with a final countdown for the departure of the fictional Hogwarts Express hosted by Bonnie Wright (known for playing Ginny Weasley in the Harry Potter film series) and Tiktok content creator and Harry Potter super fan, Kierra Lewis.. Together with WBD, SWAMP created a showstopping event bursting with shareable moments and a sprinkling of magic, integrated with partner events across the world, generating hundreds of millions of media impressions and social media engagements.