Westfield is set to challenge traditional Christmas messaging with the launch of its 2014 proposition, 鈥楾he Christmas Before Christmas鈥 鈥 a campaign that celebrates the joy and excitement of the whole festive period and not just Christmas Day.
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. And, of course, that people can enjoy all of this at Westfield!
Tactical messages threaded throughout the campaign will show that Westfield offers a truly memorable 鈥楥hristmas Before Christmas鈥 experience through its unique shopping, dining, entertainment, and festive activities.
Conceptualised by Portas Agency, the creative features six sets of real and relatable characters - 鈥榯he cool couple鈥, 鈥榯he cheeky girl, 鈥楳um and son 鈥楧ad and sons鈥, 鈥榯he brothers and 鈥楳um and daughter鈥. 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鈥檚 owned digital channels during December.
The campaign promotes Westfield鈥檚 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鈥檚 Grotto at each London centre.
What鈥檚 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 鈥 UK & Europe, said: 鈥淭he 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 鈥楾he Christmas Before Christmas campaign鈥, while still capturing the multitude of offers found at both centres throughout the season.鈥
Anthony Cassidy, Creative Director at Portas, said: 鈥淐hristmas is the UK鈥檚 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鈥檒l be down at Westfield having a skate-off followed by a trip to the champagne bar.鈥