Laundry was asked to develop a campaign to support Brisbane Marketing’s event program and attract key family target audience. Driving increase in visitation and retail sales to CBD businesses while also delivering social value to Brisbane through an integrated activation and marketing program. We needed to invite the key family market to come and discover the magic of Christmas in The City by promoting the key events in the Christmas program.
Drawing inspiration from traditional Christmas stories we brought the character of the Little Drummer Boy to life. As he marched through the city beating his drum and spreading magic wherever he goes, he became the leader and gathered friends who were eager to come along for the ride. He became the star of The City’s Christmas Parade and featured on all advertising and promotional collateral.
This multi-channel campaign included a combination of press, print, outdoor, digital, social media, radio and TV.