At KAT Marketing, we love a story that captures attention -and few are quite as memorable as “The Tunnel That Never Was.”
This April, we were proud to support the Harwich Tourism Group in celebrating the 100th anniversary of what’s been described as one of the biggest April Fool’s Day hoaxes ever.
The Story That Still Turns Heads
Back in 1926, hundreds of motorists travelled to Harwich expecting the grand unveiling of a tunnel linking the town to Felixstowe - only to discover it didn’t exist. The elaborate prank, orchestrated by councillor and entrepreneur John Elliott, made headlines nationwide and became part of the town’s folklore.
Fast forward 100 years, and that story still has the power to draw a crowd.
Our Role: Turning a Historic Moment into a Modern Media Opportunity
Our job was to transform this unique centenary into a compelling PR moment – one that would generate coverage, footfall and local pride.
We worked closely with stakeholders to:
Shape a strong narrative linking past ambition with present-day regeneration
Develop and distribute a targeted press release to regional and national media
Position the event as both a celebration and a forward-looking story
Highlight the wider impact of the Dovercourt High Street Accelerator programme
Creating a Visual Moment
A key part of the campaign was ensuring the story had strong visual appeal.
On the day, a stunning collection of 1920s and 1930s classic cars gathered at Harwich Pier -echoing the convoy that arrived a century earlier.
This wasn’t just a nod to history – it gave media outlets and social channels something eye-catching to share, helping the story travel further.
Connecting Heritage with Regeneration
While the hoax itself is light-hearted, its origins lie in something much deeper: a vision to improve connectivity and boost the local economy.
We made sure this message carried through the PR – linking the centenary to ongoing investment in Dovercourt, including improvements to green spaces, shopfronts and public areas through the High Street Accelerator programme.
This helped position the story not just as a quirky historical moment, but as part of a bigger narrative about the town’s future.
The Result
By combining a great story, strong visuals and a clear message, we helped:
Generate media interest around a locally significant event
Reinforce Harwich’s identity and heritage
Support awareness of wider regeneration efforts
Why It Matters
Great PR isn’t just about coverage – it’s about connection.
This campaign worked because it tapped into something authentic: a story people love, a place people care about, and a future people want to be part of.
And sometimes, even a tunnel that never existed can still take you somewhere meaningful.