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BGN creates Victoria Leeds’ Christmas campaign


BGN has created the new ‘A Little Big Christmas’ campaign for Yorkshire shopping and leisure destination Victoria Leeds.

The campaign will run across all platforms including online, social media, dynamic media, out-of-home advertising and radio.

The core aim of the new campaign is to generate brand awareness of, and footfall to, the destination – particularly from affluent and fashion-focussed shoppers. This year, Victoria Leeds has curated a new window installation on Sidney Street called the ‘Little Big Christmas’. It is primarily aimed at bringing joy to families and shoppers throughout the season and was the inspiration for the entire campaign.

BGN knew the core campaign illustration needed to feel premium and evoke some real Christmas magic, so it includes hidden characters enjoying everything the shopping and leisure destination has to offer as well as two icons of the Leeds skyline, Victoria Gate and Victoria Quarter – both of which are located at the heart of Victoria Leeds.

David Newton – creative director at BGN – said: “Christmas is obviously a key time for Victoria Leeds so we wanted to deliver a core creative and overarching campaign that really stood out and communicated why people should visit. We did this by focusing on what it offers; from shopping for stylish outfits to enjoying festive treats as well as its famous shopping events.”

Jo Coburn, senior general manager at Victoria Leeds, added: “BGN has done a fantastic job in communicating why Victoria Leeds is so special at this time of year. No matter how you wish to celebrate, whether small and cosy or going all-out festive, our ‘Little Big Christmas’ window is set to wow our shoppers, so it’s fantastic to see it front and centre of the campaign.”

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