Events & Experiences
The launch of Christmas in Woking is a major calendar event for the town. AL Marketing were invited to take on the event management of the launch. However, we challenged the client to take things a step further…
Rather than run a regular Christmas event with all the usual ingredients you might expect, we developed a wider experiential approach. This involved a theme linked to the UK’s biggest theatre company, ATG which has its HQ in the town. With ATG pantos operating across the country we used Woking’s Cinderella, starring Craig Revel Horwood, as our starting point and developed panto-themed promotions, experiences and CSR activations so that the entire town was dominated by the theme throughout Christmas. This was backed by a full ad campaign involving a full cast of panto characters.
The result saw an increased number of tenants participating in activities with a knock-on effect on social media engagement and tenant sales. The launch event generated capacity crowds.