Leading retail and leisure destination Bluewater is launching a seasonal campaign, ‘Pure Christmas Pure Bluewater’, to encourage shoppers to visit the site with the promise of a great day out for kids and family.
The campaign, devised by agency 23red, depicts many of the traditional Christmas images, such as reindeer and Santa Claus, but in all instances there’s a unique Bluewater twist. The familiar red nose of Rudolf and Santa’s suit, have been given a fresh blue makeover.
The campaign also supports the new events venue Glow, Bluewater, located in the heart of the destination and home to the Christmas in New York-themed event that includes Santa’s grotto, snow slide and ice rink. Glow, Bluewater will also be hosting a Festive Food Fair (8 th to 11 th December) and a Last Minute Gift Fair (15 th to18 th December).
Targeting audiences in geographical areas including London, Essex, Sussex and Kent, 23red has created a campaign featuring a 20 second TV ad, press, 6-sheets, 48-sheets, buses, digital and a host of radio ads to support the campaign period.
David Wilkinson at Bluewater, said: “23red has truly captured the magic of Christmas in its warm and inviting campaign. The Christmas season is a key time of year for Bluewater when it’s vital that we attract increased footfall, and that they in turn enjoy a great day out with all the family. The work encapsulates seasonal spirit and the importance of family and fun which is what this time of year is all about.”
23red creative director and managing partner Sean Kinmont added: “Our campaign takes people back to the essence of Bluewater and what originally made Bluewater such a classic brand, revolving around a great day out.”
This is 23red’s first campaign for Bluewater since winning the account in September 2011.
