Waterloo 200 is certainly stepping things up in the UK! Just got a short notice publicity event at the tower of london next week! Should be a nice one!!
I did a promotional event there a couple of years ago for Assassins Creed 3, we provided a guard at the gates where all the game reviewers came along to play the game for a couple of hours before reviewing, not sure how many of them appreciated it, but certainly got thousands of photos taken by excited japanese tourists! lol