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.”