Campaign Lakeside's Living Christmas Fairy
Client Lakeside Shopping Centre
PR team Clarion Communications
Timescale November 2010
Budget Less than £25,000
- To increase awareness of Lakeside in the run-up to Christmas
- To obtain extensive media coverage
- To drive customers into the centre and increase retail sales.
Strategy and plan
Clarion used a photo opportunity with exBig Brother contestant Chantelle Houghton to create a festive image for Lakeside. Using a 50ft artificial tree positioned outside the shopping centre's main entrance, Houghton was suspended from a crane and posed as its 'Living Christmas Fairy'. The image was distributed through social media and national broadcast and print media to gain maximum exposure.
Measurement and evaluation
There were 48 pieces of media coverage in regional and national newspapers, magazines and broadcast media. This included The Times, The Daily Telegraph, The Sun, Daily Star, Daily Mail, Metro, The Guardian, Heat, OK, Star, Now, ITV1's Daybreak and Heart FM.
In annual research conducted by Experian, recall of Lakeside in the local media showed a 21 per cent increase compared with 2009. Average spend was up 33 per cent from two years ago. The campaign has been shortlisted for a PRWeek Award.