Top PR Campaigns

Wrap Up London and TK Maxx

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Beth Reynolds

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Wrap Up London

This month, Wrap Up London returned for its seventh year. The annual campaign, supported by Hands on London and William Blair, encourages Londoners to donate their unwanted coats to help keep vulnerable people warm during the winter months.

The 2017 campaign kicked off at a number of high-traffic London locations, with three iconic statues being dressed in bright red coats. Sherlock Holmes at Baker Street station, Amy Winehouse at Camden Market, and Kinder Transport at Liverpool Street station all donned bright red coats to raise awareness of the charity and to catch the attention of busy London commuters.

The campaign, which runs until next week, offers the public a number of ways to get involved. They can donate an old coat at specified tube stations across London, host their own collection or donate the £3 that it costs for the collection and distribution of a coat to a homeless person this winter. Last year’s campaign saw an impressive 23,000 coats donated, but this year the organisers of Wrap Up London hope to collect even more in order to keep up with the rising number of people in need.

TK Maxx Snow Globes

Last week, TK Maxx joined the annual rush of Christmas ads, with a festive campaign promising a ‘white Christmas’ (the first in the UK since 2010) for some lucky winners.

Supported by a TV advert, voiced by Bill Nighy, the campaign will see a limited number of snow globes being hidden across TK Maxx stores in the UK and Ireland. The lucky few who find the snow globes will be treated to a visit from the store’s ‘Snow Experts’, who will cover the outside of their homes with ‘snow’, ensuring they are the envy of their neighbours.

For those not lucky enough to find a snow globe in store, TK Maxx has also launched a digital version of the globe. Users can ‘shake’ the digital globe using their phones and will be awarded with gift inspiration, a gift card or a coveted ‘white Christmas’.

With a second film planned for release on 13th December, documenting one winner’s ‘snowy’ experience, TK Maxx will not only prove that they delivered their Christmas promise, but also place the brand front of mind, just in time for those last-minute gift buyers.

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