THE SITUATION

The objective was multi-faceted. Through a partnership with Swarovski, the centre secured the rights to bring the first Swarovski Tree to Canada. So the first challenge was to create top-of-mind awareness of this world-class experience while establishing a platform to support the Children's Wish Foundation. In addition, Toronto Eaton Centre was about to radically change the Santa photo experience that had been a mainstay for years by eliminating the traditional “Santa Castle”, replacing it with a green screen backdrop. The second challenge was to create excitement around this new initiative and drive sales of the Santa photo package. Finally, the two initiatives needed to be seamlessly integrated across multiple media vehicles with a unique holiday look.

THE CURE

Elixir developed the tagline "What will you wish for?" which became the anchor of the Swarovski Crystal Wish Tree unveiling campaign. Imagery featured engaging images of a man and woman expressing their own wishes - but with a visual twist. All in-mall communications were visually cohesive through the use of a blue and gold colour palette emulating sparkling crystals and a ʻflying geese' graphic inspired by the Centre’s signature logo completed the look of the campaign. The evening of the unveiling also sparkled with stars, featuring musical guests ʻThe Canadian Tenors' and host Dina Pugliese of City TV's Breakfast Television.

For the new Santa photo experience, Elixir developed the line "Capture the magic" and all communications echoed the unveiling materials by using the same colour palette and graphics. Custom backgrounds were also created for the green screen experience – children and their families could be photographed with Santa and digitally superimposed in front of the Swarovski Crystal Wish Tree, at the North Pole, and in Santa's sleigh flying through the famous Galleria. The photos were available for purchase in a custom branded photo holder or on USB stick with a portion of the proceeds going to the Children’s Wish Foundation.

THE RESULTS

Thousands of shoppers attended the centre’s high profile unveiling event of this world-class tree and over $113,000 was raised for the Children’s Wish Foundation. The new Santa Photo Experience was also a huge success, attracting over 8,000 visits with over 4,000
photo packages sold over the holiday season.