Fashion origin design, art&culture inspiration and integrated lifestyle destination are three highlights of its long term communication. Its aim to reinforce these and also drive as many consumers to Xintiandi as possible, by launching an integrated PR campaign for Christmas season.
During the holiday season, the British designer Paul Cocksedge worked out a special Christmas tree for Xintiandi, which could only be lighted up by a couple's kiss. Based on this, we came out the campaign theme "Merry Kissmas@Xintiandi"(吻亮天地), and also developed a slogan as "No More Xmas, Let's Merry Kissmas" to catch consumer emotional linkage and drive their in-depth engagement.
By integrating all channels and resources including traditional media, social media, viral video, outdoor advertisement and celebrities etc. we implemented the campaign across 3 key stages:
Sustain/Kiss Sharing on social platform to encourage consumer secondary communication
This campaign has effectively delivered key messages and achieved outstanding PR results: