Westfield claims it is set to challenge traditional Christmas messaging with the launch of its 2014 proposition, ‘The Christmas Before Christmas’ – a campaign that celebrates the joy and excitement of the whole festive period and not just Christmas Day.
Released on 3 November, the integrated campaign is built on the insight that what people really enjoy about Christmas is the two months of excitement, anticipation, partying and preparation that takes place beforehand, the shopping centre says. And, of course, that people can enjoy all of this at Westfield.
Tactical messages threaded throughout the campaign aim to show that Westfield offers a truly memorable ‘Christmas Before Christmas’ experience through its unique shopping, dining, entertainment, and festive activities.
Conceptualised by Portas Agency, the creative features six sets of real and relatable characters – ‘the cool couple’, ‘the cheeky girl, ‘Mum and son ‘Dad and sons’, ‘the brothers and ‘Mum and daughter’. The portraiture of each set of characters is supported by a strapline on what different Christmas experiences mean to them at Westfield.
The creative is amplified by a Westfield Photobooth which goes on tour to capture the real portraits of Londoners. A unique UGC element has been incorporated into the booth whereby users will have the opportunity for their photo to feature in the out-of-home campaign and on Westfield’s owned digital channels during December.
The campaign promotes Westfield’s extensive 2014 Christmas programme specially created for family and friends to experience over an entire day. Attractions include the infamous celebrity lights switch-on event, The Hidden House – a new immersive experience at Westfield Stratford City, an indoor ice rink at Westfield London and a 4D Santa’s Grotto at each London centre.
What’s more, late night trading and an unrivalled menu of Christmas shopping services will be available to take advantage of throughout the campaign period.
Myf Ryan, marketing director – UK & Europe, said: “The Christmas sales period is a key time for Westfield and its retailers. We have developed a marketing programme which positions Westfield as the ultimate retail and leisure destination for Christmas. It is important that we produced the stylish, fashionable content expected of the brand with ‘The Christmas Before Christmas campaign’, while still capturing the multitude of offers found at both centres throughout the season.”
Anthony Cassidy, creative director at Portas, said: “Christmas is the UK’s Super Bowl of advertising and so we needed a powerful insight to help us make a mark. The campaign was born out of the insight that Christmas is a whole season, not just a day, and that people have the most fun on the run up to the big day. So whilst everyone else is going to be showing a rose-tinted view of the perfect Christmas Day, we’ll be down at Westfield having a skate-off followed by a trip to the champagne bar.”