Whilst Christmas was a little different last year (to say the least), it didn’t mean we couldn’t make the most of it.
So, we made sure that St Christopher’s Place was somewhere everyone could feel safe and at home, wherever people found themselves and whoever they found themselves with.
Christmas At Our Place confidently refreshed last year’s campaign, putting ‘our place’ at the heart of Christmas, elevating it’s look with a new gold sheen, and bringing with it a reassuring familiarity.
Given the global situation, our focus was digital-first more than ever. So, we launched our campaign across all platforms to generate awareness, including a gift guide on our website to support our tenants, paid ads on our social channels to reach a wider audience and two separate emailers to promote our retail and restaurant offerings respectively, driving footfall when possible.
We even took the opportunity to create our very first TikTok video, highlighting the iconic St Christopher’s Place lights, engaging with a new audience, broadening our awareness, and getting on board with one of 2020’s social success stories.
On the Estate
Alongside our online presence, we rolled out Christmas At Our Place onto our streets too. The hero visual was brought to life across multiple touchpoints around our charming streets, which included directional messaging, calls to action, and, in many instances, social distancing aids.
All of our touchpoints, both digital and otherwise, had to be hyper-flexible. The government guidance was changing on (what felt like) a daily basis, so our messaging had to reflect that. It influenced our tone, as well as our objective; moving from confident and driving footfall onto our streets, to empathetic and driving traffic on to our tenants e-commerce sites.
Christmas At Our Place finished a very difficult year on a positive note for St Christopher’s Place, showcasing the tenacious community spirit that sets them apart on the streets of London and teeing us up nicely for moving onwards and upwards in the New Year.
Written by Team TCC
January 14, 2021