Crown Estate Christmas Trail

Crown Estate Christmas Trail

The Challenge

To increase footfall to The Savill Garden during the low-peak season of the horticultural calendar, and increase revenue during months of free entry to the garden.

The Idea

To target a younger audience, specifically those with young children, we asked them to help Santa's Elves recover missing presents on a trail around the garden. We took an integrated marketing approach covering print, online and social platforms to raise awareness and engage with visitors at as many touchpoints as possible.

The Result

With gift-making Elf Workshops completely selling out and just under 3,000 trails being sold, the campaign achieved its original objective, engaging with visitors through the use of social networks and driving additional traffic online.

Press advertising

Online advertising

Examples of campaign tweets

Location based screen advertising

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