Manchester-based BGN, the brand-led design and digital agency, has popped over the Pennines to unveil an enchanting new Christmas campaign for Victoria Leeds – the premium shopping and dining destination in Yorkshire.
Titled Your Christmas Stories Told, the campaign follows last year’s Catch the Magic campaign, also from BGN, and captures the emotional essence of the festive season and celebrates the unique ways friends and families come together to share joy, create memories, and experience the magic of Christmas at Victoria Leeds.
Designed to encourage engagement, dwell time, and spend, the campaign weaves together digital and in-centre experiences to create a sense of shared festive wonder. Your Christmas Stories Told spans social media, web, car park screens, and in-centre activations, combining to bring a seamless connection between the physical and digital worlds.
The core creative concept positions Victoria Leeds as the refined, elegant, and welcoming heart of Christmas in Yorkshire to two primary audience groups: 45- to 60-year-old females and Christmas shoppers aged between 25 to 45 years who value authenticity, luxury, and meaningful experiences.
READ MORE: Dentsu to cook up creative magic with Cauldron appointment
Central to the campaign is the Snowland Storybook photo activation, a captivating in-centre experience that invites guests to step into their own Christmas story. The concept is the perfect ‘cover moment’ for sharing and connection. Online, the storytelling continues through immersive visuals, snow effects, and beautifully crafted social content that blend festive nostalgia with modern glamour.
David Newton, creative director at BGN, said: “With Your Christmas Stories Told, we wanted to capture that timeless magic of Christmas – the stories, laughter, and shared moments that define the season. For Victoria Leeds, it’s about more than shopping; it’s about creating emotional connections and giving visitors a truly memorable festive experience. We’ve blended elegance and warmth with a touch of wonder to make every visit feel like stepping into a modern Christmas tale.”
Jo Coburn, centre director at Victoria Leeds, added: “For us, Christmas is all about coming together – with one another, with our traditions, our communities, and the memories we cherish. This year’s campaign honours the heart of real Christmas moments and everything that connects them.
“We set out to create something that feels genuinely joyful and welcoming, reflecting all the different elements of our campaign both online and in-person. We wanted our visuals and messaging to reflect the ways people and families celebrate the season and the campaign by BGN perfectly brings everything to life.”
