BGN has created a new Christmas campaign for Victoria Leeds called Christmas, Refined that features the international influencer and model, Paul Mason, aka Fashion Santa.
It is now running across all platforms including online, social media, dynamic media, out-of-home advertising and radio.
The core aim of the new campaign is to generate brand awareness, drive footfall and position Victoria Leeds as the ultimate destination for stylish fashion, home decor, gifts, celebrations and dining experiences. Fashion Santa is the face of Victoria Leeds throughout the festive season and will be making personal appearances.
BGN has ensured Victoria Leeds has remained aspirational throughout all elements of the campaign, including by commissioning custom snowflakes using its own brand pattern, and then rendering them as crystals and diamonds. They are being used across all creatives and ensure a high end and luxury feel without losing the all-important celebratory, fun and sparkly connotations that everyone loves at Christmas.
David Newton, creative director at BGN, said: “This is second Christmas campaign that we have delivered for Victoria Leeds. Our focus this year was on aspiration but also on why people should visit. Partnering Fashion Santa was the perfect tie in and it’s fantastic to now see the work in-situ.”
Jo Coburn, senior general manager at Victoria Leeds, added: “This year’s ‘Christmas, Refined’ campaign has perfectly encapsulated why visitors should choose Victoria Leeds for their Christmas shopping and celebrations in our wonderful city. It communicates everything we have to offer – from the most stylish stores and instagrammable dining spots, to engaging experiences and hassle-free gift shopping, for a fabulously elevated festive day out.”
