Case Study

New West End Company – Oxford Street Christmas Lights

BACKGROUND

Since its inception in 1959 the world renowned switching-on of the Oxford Street Christmas lights have been hosted on by a variety of celebrities, including the Spice Girls, Westlife and The Saturdays. The annual tradition was a star-studded affair in 2012 with Robbie Williams and Leona Lewis on hand to flick the switch.

 

OUR THINKING

With ITN, ON created news videos of the event. We developed several press releases, each tailored towards retail, music, entertainment and news programming. Key knowledge of the media landscape allowed us to approach top-tier target media ahead of the event – ensuring the video was picked up within hours of the content becoming available.

 

RESULTS

The media team placed B-Roll footage on news, celebrity and music channels, securing 13 items of Television coverage; including ITV Daybreak, Channel 5 News and The Fix on 4 Music. Online coverage was also plentiful with content secured on almost 40 websites including first class coverage on Daily Mail, Metro, Hello Magazine, The Sun and Marie Claire.