The Solution

We created 48 assets to be used across digital, in-centre, social media and print routes to promote the event. The creative used a refined version of the ‘Feel Good’ campaign that we had already developed, using slogans such as ‘Feel good under the festive lights’ and directing people to the location of the event. We also created support assets, including signage for queues, capacity limits, competition entrance and advisory messaging. As well as creative that sat within the ‘Feel Good’ templates, we also created bespoke designs for window vinyls and emails to capture attention and create intrigue, both in and out of the centre.

To increase awareness of the event, our PR team organised an exclusive VIP launch event with local influencers and key journalistic contacts, including Lauren in Leicester, Cool as Leicester, and Be-Lavie. The event allowed the attendees to create and distribute user-generated content (UGC).

We used TikTok and Instagram to provide an ‘inside look’ at the event, which we combined with display assets to target local residents and drive the ‘fear of missing out’. We also secured primetime radio coverage through the Ady Dayman’s Breakfast Show on BBC Radio Leicester, coinciding with Ady’s Christmas light switch-on coverage. Further coverage included a dedicated feature on Leicester Live, and a follow-up press release to announce an extension to the event.