Victoria Leeds
a 4 week campaign
1500 festive photos
12 influencers
1 front page!
Objective
Victoria Leeds tasked us with creating a premium, visually striking and PR-worthy Christmas activation that would position the destination as a leading festive hotspot in the UK. The experience needed to feel elevated, rooted in craftsmanship, and compelling enough to increase footfall, drive dwell time, spark social engagement, and generate media attention…all while offering visitors a meaningful reason to shop, dine, and discover in person!
Solution
We created The Snowland Storybook, a fully immersive, all white Christmas installation conceptualised and designed by our in-house creative team.
Built entirely from Reboard (a lightweight, durable and fully recyclable material) the installation became a sculptural Christmas “blank canvas”, inviting visitors to step inside and create a personalised Christmas moment with friends and family – Your Christmas Stories Told!
Guests were photographed by a professional photographer and received a premium printed portrait inside a bespoke Victoria Leeds Christmas envelope, turning every visit into a beautifully crafted keepsake and a shareable social asset. To extend the theme of craftsmanship and elevated tradition, we introduced our Uplift The Gift station beside the installation, where a calligrapher personalised tags and cards, and a professional gift wrapper offered luxury wrapping, bringing an artisan touch to the festive shopping experience and elevating moments of connection. The result was a serene, modern and premium storytelling environment that not only aligned with Victoria Leeds’ campaign direction but also delivered a standout reason to visit.
To drive footfall and enhance the overall Christmas campaign, we delivered a playful on-site activation in the Victoria Leeds car park titled “Parkin or Parking.” Shoppers were invited to choose between two cloches concealing hidden prizes…a traditional piece of Yorkshire parkin, or a days worth of parking on the house! To further elevate excitement and incentivise repeat visits, a “Golden Parking Space” was introduced, changing location each weekend and rewarding selected drivers with £250 Victoria Leeds vouchers.
Our ‘Curious Characters’ brought the spirit of The Snowland Storybook to life on social media, ensuring a strong digital campaign to accompany and drive footfall to the installation. We led the full PR and amplification strategy, sourcing influencers, creating social media content, and delivering photography and videography, as well as managing media outreach. This resulted in significant coverage, including front-page placement in the Yorkshire Post and features across multiple local and regional publications, strengthening both campaign reach and impact.
Challenges
Weather presented some challenges. Although the location was indoors, broken doors to the centre caused strong drafts, resulting in parts of the installation being affected by wind. We mitigated this by adapting the design on site and keeping replacement parts in nearby storage, allowing for swift repairs and minimal disruption.
Additionally, hosting families with young children in a delicate, all white environment required careful management. Our on-site team remained vigilant and hands on, guiding each group while maintaining a warm, friendly approach to ensure a consistently positive guest experience.
REsults
The Snowland Storybook became one of the most photographed moments of the season, generating high levels of organic UGC, tags and shares across social platforms.
The installation’s serene aesthetic and premium feel encouraged visitors to spend longer on site, interact with both experiences, and explore the wider estate, supported by a strong digital campaign and influencer partnerships to ensure visitation and cultural relevancy.
Visitor feedback highlighted the activation as unique, beautifully crafted and a great family moment. By driving footfall, boosting dwell time and supporting retailer engagement during the busiest trading period of the year, the installation successfully met the campaign’s core KPIs while setting a new benchmark for festive experiences at Victoria Leeds.
Services
IDEATION
Conceptualised by our Creative Lead, we developed The Snowland Storybook as a festive environment , designed to feel elevated yet accessible.
STAFFING
Our friendly on-site team managed guest flow, family interactions and photography with care and consistency, ensuring a premium experience at all times.
Activation
The installation was brought to life through professional photography, personalised keepsakes and artisan elements, creating a multi-layered experience.
project management
We managed the project end-to-end, coordinating creative development, client approvals, suppliers and on-site delivery to ensure a seamless launch.
logistics
Our team oversaw build, maintenance and contingency planning on site, adapting quickly to environmental challenges to minimise disruption throughout the activation.
sustainability
The installation was constructed using fully recyclable Reboard, with all elements being donated or recycled post event, ensuring a circular, low waste delivery.
PR & SOCIALS
We developed a PR and social content strategy with The Curious Characters, using storytelling to connect the Snowland Storybook with the wider Victoria Leeds estate and drive cohesive, high-impact coverage across platforms.