In Columbia, the Lights Before Christmas is a family tradition... much like gathering around to watch your favorite Christmas movie on TV.
Results
With any event marketing, the weather makes for a good or bad year. We were lucky when we launched this campaign to have had great weather. That, coupled with the new creative executions lead to a successful event.
Objective
Generate more traffic than years’ past to the Lights Before Christmas event.
Strategy
Play on the family tradition of visiting the Lights by also tying the spot into one of the most recognizable and enjoyable Christmas movies of all time.
Tactics
Television supported the weight of this campaign, with support coming from outdoor boards and a run of local banner ads.
Night Life
We shot this spot overnight and let us be the first to say: animal noises at night are both interesting and scary at the same time.