BGN creates ‘Christmas, Refined’ campaign for Victoria Leeds

A Manchester based brand-led design and digital agency has created a new Christmas campaign for Victoria Leeds.

BGN has called the campaign ‘Christmas, Refined’ and bagged international influencer and model, Paul Mason (who is also known as Fashion Santa) to be the face of it. It is now running across all platforms including online, social media, dynamic media, out-of-home advertising, and radio

The main aim of the new campaign is to generate brand awareness, drive footfall and position Victoria Leeds as the ultimate destination for stylish fashion, home decor, gifts, celebrations, and dining experiences. And Fashion Santa will be the face of the shopping centre throughout the festive season all the way up to the big day and will be making personal appearances.

This year’s ‘Christmas, Refined’ campaign has perfectly encapsulated why visitors should choose Victoria Leeds for their Christmas shopping and celebrations in our wonderful city
Jo Coburn

BGN has ensured Victoria Leeds has remained aspirational throughout all elements of the campaign by commissioning custom snowflakes using its own brand pattern, and then rendering them as crystals and diamonds. They are being used across all creatives and ensure a high end and luxury feel without losing the all-important celebratory, fun and sparkly connotations that everyone loves at Christmas.

David Newton, creative director at BGN, said: “This is second Christmas campaign that we have delivered for Victoria Leeds. Our focus this year was on aspiration but also on why people should visit.

“Partnering Fashion Santa was the perfect tie in and it’s fantastic to now see the work in-situ.”

Jo Coburn, senior general manager at Victoria Leeds, said: “This year’s ‘Christmas, Refined’ campaign has perfectly encapsulated why visitors should choose Victoria Leeds for their Christmas shopping and celebrations in our wonderful city.

“It communicates everything we have to offer – from the most stylish stores and instagrammable dining spots, to engaging experiences and hassle-free gift shopping, for a fabulously elevated festive day out.”

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