West End BID
Christmas advent campaign
How do you advertise 26 distinct independent businesses, in an engaging and consistent style, to drive footfall and increase sales, in the run up to Christmas?
This was the challenge I was set by the Edinburgh West End BID (Business Improvement District) in late 2018. I was tasked with creating a commercial solution that satisfied the Board Members of the BID and the 26 business owners involved, and that would ultimately motivate the general public to shop more within the area.
The final outputs
In response to the brief, I designed an advent calendar. Each date featured a digitally designed BID business store front, using their brand name, business industry, or the products they offer to create a mascot icon for that store’s date in the calendar.
An accompanying stamp collection card allowed consumers to be rewarded with a stamp when making a purchase from any of the independent businesses. Customers who filled the card, would be entered into a prize draw to win a Christmas hamper, made up of products donated by the BID businesses.
Each business was gifted a framed A4 print of their store front and mascot icon, to display in their window or on their wall, to reinforce the connectedness of the businesses to the local shoppers, and to help to advertise the promotion. I also produced an animated video to support the West End BID’s social media promotion of the campaign, which can be seen at the top of this page.
