Westfield is to push its 'The Christmas before Christmas' campaign via the Evening Standard following a tie-up with ESI Media.
The deal will include a weekly in-paper promotion, digital/social and video content and supporting editorial as well as a live Christmas event at Waterloo - one of the UK’s busiest stations - on 17 November.
Aiming to get people into the Christmas spirit, the campaign will see band The Hotsie Totsies play at the station, while Christmas goodies are handed out, accompanied by a pop-up photobooth.
Myf Ryan, marketing director for UK & Europe at Westfield, said: “The lead up to Christmas is all about emotion – fun, happiness and togetherness – the build-up is almost as exciting as the day itself. The campaign captures this perfectly –allowing people to immerse themselves in the Christmas spirit in person and across a wide range touchpoints. Partnering with the Evening Standard gives us the opportunity to fully engage with our audience.”
The promotion will be supported by the photobooth images, which will be displayed on the Waterloo Motion Out Of Home (OOH) format as well as other offline and digital promotions.
The partnership, planned by Arena, also includes other OOH placements to target Londoners; a Time Out partnership, video-on-demand, display, social and cinema advertising slots.