Christmas is an important part of any retail operation and forms a vital part of overall annual sales. It is therefore vital to maximise this opportunity as many other campaigns throughout the year depend on the financial success of the holiday period. A well planned and executed Christmas retail campaign could make or break your year ahead.
Banham Zoo use this time to promote a Santa experience to generate extra revenue, plus engage with the increased visitor numbers and promote their important conservation activities.
The event included a Santa’s grotto, which incorporated a lot of the educational and conservation messages important to ZSEA. The visitors were invited to participate with craft activities and make a bird feeder to help the local bird population over Christmas. This important campaign was designed to show visitors that conservation is just as important in their own back gardens as the work ZSEA undertake. The local bird population is struggling and anything that the visitors could learn, the better chance they have. BBC article on the declining wild birds in British gardens >>
Social media posts showing the Santa image with birds. The challenge was then how to bring these elements across al aspects of the event, from signage, adverts and promotional material.
Wayfinders and promotional posters using the Santa image or using the background moon/colours. This allowed the zoo to clearly identify which areas had been repurposed for the Christmas experience.
Alongside the main attractions, the Christmas retail campaign included some food outlets being used for seasonal offers such as snacks and hot chocolates. A separate style was rolled out for some kiosks to given them their own identity.
Examples of retail activity. TV screen which is positioned behind the main ticket area, POS example upselling Christmas toys and a series of baubles which were presented on a real tree within the main retail area allowing visitors to buy experience gifts for Christmas.
Do you have a Christmas Retail Campaign?
If you want to develop a Christmas retail campaign and need help from a freelance graphic designer based in Suffolk, then please drop me a line and we can talk.
