Communications and Christmas go together like mince pies and mulled wine. After all, it’s not Christmas until John Lewis release their latest tear-jerker ad after weeks of teasing.
It’s not just TV either, festive cheer has spread through print and online media, across social platforms and onto the streets with PR stunts and marketing activities created to excite and entice the public, who are spending big bucks on festive entertaining and presents.
But with a saturated market, how do we get cut through at this time of year?
1. Timing is everything
In the PR world, Christmas comes but twice a year – with celebrations kicking off in July and organised editors requesting lookbooks, imagery and assets in the height of summer. Ensuring brands and PRs are ahead of the game and organised on time is key to getting coverage, so ensure your ideas are in place and assets are ready on time.
2.Get face to face
Christmas is a great time to get out and socialise. Festive drinks with editors, suppliers and contacts are great for building relationship and can put you in good stead for the year ahead.
3.Press on with events
Christmas press events allow media titles to see, touch and feel your products. While gift guides editors are inundated with product suggestions, building relationships through small events where your product is in the spotlight can make all the difference.
4.Hit the streets
People are actively looking for products and experiences to enjoy at this time of year so it’s smart to take advantage and engage the general public. To drive footfall to Grosvenor Casinos over Christmas, we held an interactive VR stunt that allowed consumers to see the Northern Lights (see the video below), tapping into pre-Christmas footfall in London and Manchester.
5.Sharing is caring
Creating shareable content in the run up to Christmas can tap into people’s sentimentality and build brand awareness. The phenomenon of sharing Christmas adverts and content can make or break a campaign.