Four Communications Group

Core disciplines: Advertising/Creative, Integrated marketing, Media planning & buying, Public relations (PR)

Oxford Street Christmas Lights Switch On


The challenges

As the world’s leading retail destination, the Christmas trading period is crucial for Oxford Street. Our role as New West End Company’s consumer media relations team is to ensure that we create unforgettable moments that put the global spotlight on the street and at Christmas on the world-renowned Oxford Street Christmas lights switch-on, as well as driving footfall and sales to the street by launching the street’s first ever traffic free Family First Festival.

As a trusted partner to New West End Company we also had a strategic role to play in brokering the sponsorship deal between the company and its potential event partners, and ensuring consistent messaging despite varied agendas.

The solutions

Secured the street’s first ever charity partner, the UK’s leading children’s charity the NSPCC to launch their ‘Little Stars’ campaign on the street, alongside commercial partner Hasbro. From a £420k investment, partners delivered £2million in paid-for media partnerships with the Mail and Metro papers, as well as geo-targeted out of home and digital advertising campaigns, managed and delivered by our integrated team. The team also negotiated engaging and sharable family focussed on-street content to be provided by partners NSPCC and Hasbro to drive footfall as well as media coverage. To communicate Oxford Street’s message to the next generation of shoppers we invited social influencer and teen blogger Amazing Arabella to experience the entire day with her family, as well as interviewing the celebrities performing at the switch-on show.
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