Kings Cross launches 'Shop Off-Piste' Christmas campaign

David Murphy

London’s King’s Cross neighbourhood has launched its 2023 Christmas campaign, ‘Shop Off-Piste’. The multichannel push was developed in partnership with creative agency, Elvis.

The campaign aims to generate awareness, engagement and footfall, promoting King’s Cross and Coal Drops Yard as an extraordinary Christmas shopping destination to a target audience of independently-minded Londoners and people from the home counties. The new ski-inspired push reminds shoppers that there’s a traffic-free wonderland just around the corner.

With images by fashion and music photographer, Lillie Eiger, the executions combine elements of collage and analogue style, with illustrations and hand-drawn fonts. The campaign’s talent is depicted wearing clothing sourced from King’s Cross retailers.

The push is running across out-of-home, digital out-of-home, social, digital, PR and on-site channels. Media planning and buying is by The Media People, PR by Four Agency and social and digital by Garden State.

“Shop Off-Piste is all about doing things your way and rediscovering the joy of Christmas shopping ‘off-piste’ – away from the hustle and bustle of other London shopping destinations,” said Chrissy Cullen, Place Marketing Director, at King’s Cross. “The campaign has a strong central creative idea and visual identity which can roll out seamlessly across the whole King’s Cross neighbourhood, from our directional signage through to all key media touchpoints.”