Mail Brands UK and Metro are partnering exclusively with the NSPCC to launch and promote its ‘Little Stars’ Christmas campaign, whereby the public will be able to name thousands of lights on London’s Oxford Street.
The campaign launches today (12 October) and will run throughout October, November and December. It provides donors with the opportunity to name an individual light in honour of a loved one in exchange for a suggested sum of £5. This will culminate in thousands of lights to make up a Christmas display on the UK’s busiest shopping street.
Mail Brands UK (the unified ad team for the Daily Mail, The Mail on Sunday, MailOnline and Metro.co.uk) and Metro will support the ‘Little Stars’ campaign through cross-channel, multimedia activity across MailOnline and the Metro newspaper.
Activity will include a MailOnline homepage takeover and logo morph, a series of native articles and a variety of ad formats across print and digital.
The exclusive media partnership, brokered by OMD UK, has been designed to raise awareness of the Little Stars initiative and drive donations before and after the display is officially lit up on 7 November.
Mel Scott, chief revenue officer, Mail Brands UK said: “This partnership with the NSPCC is another great example of our ability to use best-in-class cross-platform solutions to engage our huge audience and we’re excited to be chosen as the exclusive media partner for such a worthwhile and inspirational Christmas campaign.”
Sophie Robinson, creative director, Metro said: “When Ted, our editor, and I saw the idea OMD and NSPCC had to sell off the Christmas lights there was no question about us being involved. It's a really inspiring way to allow all our readers to do something great for children this Christmas.
"When the lights get switched on in November, Metro will be taken over by stars editorially and all our advertisers are getting involved too."