Victoria Leeds has debuted its ‘Catch the Magic’ Christmas campaign, crafted by Manchester’s BGN agency, blending creativity and customer focus.
- The campaign draws its creative inspiration from a snow globe, centralising around a semi-abstract orb ornament to captivate audiences.
- The initiative aims to create a connection between in-person events and a lively digital experience, enhancing customer engagement.
- Interactive elements such as a cyclone machine and extensive social media presence are integral to the campaign.
- BGN’s continuous collaboration with Victoria Leeds has strengthened its customer understanding, resulting in a sophisticated premium representation.
Victoria Leeds has introduced its latest seasonal campaign named ‘Catch the Magic’, conceived and executed by the Manchester-based BGN agency. This marks the third consecutive year of collaboration between Victoria Leeds and BGN, exemplifying a deepening relationship and mutual understanding. David Newton, the Creative Director of BGN, remarked on the campaign, noting their delight with its execution, particularly its aim of placing discerning customers at the heart of the experience.
Inspired by a snow globe, the campaign features a semi-abstract orb ornament as its thematic centrepiece. This concept aims to evoke a sense of wonder and allure, appealing directly to the desires and expectations of their premium clientele. The central idea is to offer a ‘wow factor’ that transitions smoothly from physical events to a vibrant online presence, thus bridging the gap between different customer engagement platforms.
One of the standout interactive features is an innovative cyclone machine. Here, customers can ‘catch’ a ball, adding a tactile and dynamic element to the campaign. This is complemented by an extensive advertising strategy that includes digital, social media, and out-of-home (OOH) advertising. Such efforts are designed to keep the campaign engaging and far-reaching, maximising its impact across various audiences.
Hayley Brightmore, Marketing Communications Manager at Victoria Leeds, expressed the campaign’s essence as encapsulating the brand’s identity as a premium destination. It shines a spotlight on the stores and restaurants within the centre, all while emphasizing convenience and a hassle-free shopping experience. The choice to position the ‘Catch the Magic’ campaign in the heart of Leeds further underscores the brand’s commitment to accessibility and customer-centric design.
The successful partnership between Victoria Leeds and BGN over the past three years has significantly enhanced BGN’s understanding of Victoria Leeds’ clientele. This insight has allowed BGN to craft campaigns that resonate deeply with the audience, reinforcing the centre’s position as a sophisticated and high-end destination in Leeds.
The ‘Catch the Magic’ campaign embodies Victoria Leeds’ dedication to delivering an immersive and premium experience for its visitors.
