Carnaby Celebrates
Client: Shaftesbury Capital
Category: Design, Destination, Digital, Events, Public Relations
For our client Shaftesbury Capital, we created an integrated public relations and digital marketing campaign ‘Carnaby Celebrates’ to launch the world famous Carnaby Christmas installation.
The concept was to bring back a selection of popular Christmas themes to create a medley of iconic lights, including an underwater seascape, giant snowmen, oversized robins and collaborations with two of the world’s most famous bands; the Rolling Stones and Queen.
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What We Did:
Our in-house design team at Sister London created a bespoke artwork encompassing all aspects of these beautiful concepts dating back over the past twenty-five years to run across print, digital and placemaking. The event management team curated an experiential shopping and dining event along with a live switch-on with Edith Bowman and Norman Jay OBE.
Our highly successful shopping and dining event for Carnaby Celebrates, included on-street activations; a bar, photo booth, spin the wheel, glitter makeovers and on-street performances.
The campaign’s key objectives were to raise awareness of Carnaby as a leading shopping and dining destination in London, create press coverage, generate excellent footfall, increase social media following and database, and generate awareness and donations for Choose Love.
We commissioned a digital 360 degrees tour for Carnaby.co.uk so a global audience could experience the Carnaby Christmas installation from their homes.
Results:
We generated top-tier media coverage and a global reach from a targeted influencer programme.
The Christmas event resulted in footfall increasing by 22% and 5,000 new database subscriptions. Social media reach increased by 514% and engagement by 525%. Organic press coverage resulted in a media reach of 215 million+.
