Newcastle’s The Traveller & The Bear is behind the new Christmas campaign for shopping centres including Trinity Leeds and Bluewater.
The “Fabulous… Every Time” launches this week across 4 of Landsec’s major retail destinations and features the voice of Dame Joanna Lumley.
It’s based on the premise that visiting a retail destination during the festive season is “as much about the experience as it is about buying gifts.”
“We all know that turkeys traditionally play a massive role in most people’s festive plans, but we’ve put them centre stage,” explained Claire Knight, Co-Founder & Managing Director at The Traveller & The Bear.
“Flipping the turkey narrative on its head, our cast of turkeys showcase the very best that Landsec has to offer from gifts to experiences. Turkeys at the cinema, turkeys slurping cocktails, turkeys wearing trainers. It’s absurd, of course it is, but it’s fabulous, so why not?
“As for the voiceover, we don’t know of anyone who is and does ‘fabulous’ more than Dame Joanna Lumley. Her instantly-recognisable voice brings effortless, sophisticated style with a dash of humour. It absolutely had to be her for this campaign.”
It will be used to promote 4 retail destinations – Bluewater (Kent), St David’s (Cardiff), Trinity (Leeds), and Westgate (Oxford).
The creative will be used across digital and OOH and Lumley has also voiced the audio for targeted radio, Spotify, social and YouTube ads. These were produced by Kalua.
In December, the “fabulous Christmas turkeys” will takeover the world famous Piccadilly Lights in specialist content designed just for the screens.
“This time of the year is about creating shared memories together and for many, Christmas shopping with loved ones is part of their festive traditions. This campaign is meant to highlight the special, often fabulous, moments that people can have at our retail destinations in a fun and light hearted way,” explained Anna Hill, Chief Consumer Officer at Landsec.
“People choose to visit retail destinations because of their ability to connect with people. We’re offering gifts that can be seen and touched, assistants you can chat to in person, our places are real, memories can be made and the experience will be fun and fabulous.”
The campaign will run until 23 December. Media buying has been managed by Republic of Media.
