American Christmas uses holiday season to hone branding

NEW YORK: The holiday season has been one of giving for American Christmas, a significant player in the holiday decorating market.

NEW YORK: The holiday season has been one of giving for American Christmas, a significant player in the holiday decorating market.

The company has created more than 350 Christmas displays throughout Manhattan, but this year it decided to give itself a gift as well - a revitalization of its brand.

With the help of Star/Rosen, its newly appointed AOR, American Christmas is promoting its new logo, slogan and identity.
Tom Wyckoff, president of American Christmas, noted that the company's website and branding materials weren't reflective of the quality of work it was producing.

"We wanted to update the brand to speak about the sophistication we deliver," he said. "The goal wasn't to reinvent ourselves, but to redefine and develop our brand further."

American Christmas and its displays have gotten coverage in the New York Post and on WABC News. Linda Rosanio, CEO of Star/Rosen, said the agency is also looking to get coverage in consumer and retail design trade publications.

American Christmas is also hoping to draw attention to its decorations at Touro Infirmary and Children's Hospital in New Orleans. The company is also running a toy giveaway at Children's Hospital.

The redesign of the logo is the first in 18 years, while the website is getting its first remodel since 2000.

The company also unveiled a new slogan, "We Make the Magic."

Its displays this year include the giant musical LED snowflakes on the fa?ade of Saks Fifth Avenue, and the 72-foot Christmas tree and 14-foot soldiers atop Radio City Music Hall. It has also provided displays in more than 1,000 retail stores nationwide.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in