The Airborne March

The Airborne March partnered with Souvenirs to tell the stories of Market Garden. Here's how it went.

The goal |

Levelling up |

Currency |Collecting |

Competing |

Membership

“This app offers a special collection of twenty collectible virtual souvenirs that tell stories about the events and heroes of 1944.”

Challenge

Keeping heroism alive
for new generations

The Airborne March is a living tribute to Operation Market Garden. Along the route, there are countless stories of courage, sacrifice, and resilience.

Yet these stories are scattered, difficult to access, and risk being reduced to plaques, brief speeches, or forgotten altogether.

The challenge was to bring these tales of heroism to life for thousands of marchers.

“We didn’t want the stories of our liberation buried by time - or by the festivities. Legacy adds a digital dimension through which we can pass on this unseen heritage.”

Amelieke Brinkhoff
Board Member

Method

Turning stories into
a living experience

We designed a collection of Market Garden collectibles, each tied to stories along the march.

Participants could unlock these stories by approaching the locations, transforming remembrance into discovery.

Banners along the route connected the physical walk with the digital experience, while email and social media campaigns extended engagement before and after the event.

“By combining banners, gamification, and digital storytelling, Souvenir gave new life to memories that risked fading into the background.”

Stephanie Rozema
Board Member

Collection

Collecting history
on the march

We designed 20 unique coins for 20 unique stories, each tied to one of the locations of the Airborne March.

Alongside the coins, two special cards brought two icons of Market Garden to life: John Frost’s stand at Arnhem and the airborne landings that began the operation.

Together, they turned remembrance into a collection participants could carry with them.