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5 of 2017’s Best Christmas PR Campaigns

It’s that time of year again that many people love – Christmas!

Whether it be colourful bright lights and shimmering decorations, magnificent home-cooked meals with friends and family, or finding the perfect tree…it’s hard not to get wrapped up in the festive feeling!

Brands also love Christmas – as they seek to capitalise on one of the favourite holidays of the year and encapsulate the Christmas spirit.

This year, there has been some unbelievable PR, experiential marketing, advertising and social campaigns, which have perfectly captured this special time of year.

Here are FORWARD’s top five favourites:


1. ‘It Feels Good to Give’ – AUSTRALIA

Coca-Cola was on point again this year, bringing the festive cheer with their ‘It Feels Good to Give’ Christmas campaign, in partnership with The Salvation Army.

Together they presented the Coca-Cola Christmas Truck Tour to deliver jovial merriment and extra love to regional Australian communities during the Christmas period, aiming to inspire Australians around the country.

As part of the tour, the brand gifted each region with long-lasting memories for their town. The truck, which was decorated with more than 65,000 festive lights, delivered ‘surprise and delight’ moments at local events, including a concert and even an open-air cinema in the outback.

The tour has been a global success previously, making more than 300 stops in countries around the world and covering more than a million kilometres. It was the truck’s first appearance in Australia, and after visiting numerous towns, the trip ended at the Woolworth Carols in the Domain spreading love and Christmas cheer.

Why we love it:

A great extension of the global campaign, as well as partnering with The Salvation Army to provide regional areas with lasting memories that leave a positive legacy of the brand.


2. Euston station hosts Christmas dinner for the homeless – ENGLAND

Christmas is about giving and this heart-warming campaign couldn’t come at a better time. Network Rail in England will convert Euston station into a soup kitchen for those that are most vulnerable, the homeless, on Christmas Day.

In conjunction with charities, St. Mungo’s and Streets Kitchen, 30 volunteers will serve a full Christmas feast to 200 ‘specifically invited guests’ inside Euston station – a station that draws a large number of displaced sleepers throughout the year.

Network Rail has acquired bistro chain Leon Restaurants to cater, who have gladly volunteered to do so!

With the winter being the most difficult and a particularly lonely time of year for the homeless, this act of kindness promoting charity, generosity and compassion is the perfect Christmas story.

Why we love it:

A great brand piece engaging with audience emotions, whilst addressing the real premise of Christmas – giving back.


3. EasyJet creates inflight grottos with Captain Claus – ENGLAND

With millions of people flying home over the Christmas period, there’s no better place to get the festive feeling started then on board!

From the 19-24 December, budget airline EasyJet will ‘surprise and delight’ 20,000 passengers on over 100 flights with the most well-known pilot of them all – Santa Claus!

To kick off the campaign, the first flight included hidden cameras to capture the surprise reactions of passengers as ‘Captain Claus’ delivered presents to kids on board.

The video features a mix of actors and families, meaning only a few knew what was happening. The reactions were priceless, with the more and merry getting a fabulous festive surprise!

Why we love it:

A fun, “surprise and delight” campaign which capitalises on a relevant and seasonal idea by creating an emotional connection with their audience.


4. The Australian Red Cross aims to fight loneliness this Christmas! – AUSTRALIA

For many of us, Christmas is a special time of year to spend with our nearest and dearest, however sadly for some of us, it’s also an extremely lonely time of year. A new survey has found one in four of us, or 5.6m Australians, are lonely almost all of the time or on a regular basis.

With this in mind, The Australian Red Cross has launched the Season of Belonging campaign, calling on Australians to reach out to each other to prevent loneliness – as nobody should be alone and isolated at Christmas.

During the festive season, Red Cross offers simple suggestions of how Australians can help each other not to feel so lonely, such as; meet your neighbours; volunteer; say hello to someone new in your neighbourhood; check on someone who may be in trouble; be kind on social media.

The Red Cross also provides regular phone calls and visits to the isolated and elderly, offering one-to-one support to those struggling with mental illness or giving a warm welcome to people seeking safety from violence and persecution.

Why we love it:

Utilising its research, the brand recognises a bigger issue in Australia by encouraging others to check in with their loved ones and integrating a call to action – whether by donation or personal action.


5. Asda launches world’s first cheese advent calendar – ENGLAND

This year, British supermarket chain Asda launched the world’s first cheese advent calendar in partnership with cheesemaker Norseland.

The calendar was brought to life after Annem Hobson, author of ‘So Wrong It’s Nom’ food blog, created a handmade prototype. It gained an overwhelming social response with over 11,000 cheese lovers signing up to get one in 2017, in just four days.

The masterpiece came to fruition just in time for the festive season, shifting the chocolate dominated retail periods’ tradition on its head for those who love a savoury palate – containing 24 individually wrapped cheeses.

Why we love it:

The campaign was entertaining and engaging with the novelty element of Christmas, winning Asda great PR and online momentum, globally.