Following on from the success of St Pancras Station – Your Local Guide, (a dedicated landing page on Camdenist.com plus a double page print spread in Camdenist Presents Unlockdown, delivered through the letterboxes of all 270,000 residents in the London Borough of Camden), station operator HS1 recently partnered with TheLococo on a new project.
The aim was to promote the Station and it’s retail and F&B outlets as an all-weather solution to shopping and specialising from Christmas on through the winter months. The Camdenist audience is perfectly targets for HS1, who are keen to attract non-travel visitors to the world class offering that includes Fortnum & Mason, Searcys Champagne Bar and L’Occitane amoung the retailers and restaurants.
An innovative advent calendar ran on the Camdenist website and seasonal homepage, with newsletter and social media support. By flipping the doors, readers discovered 24 different highlights to be found at St Pancras, from Santa’s grotto to the best places for last-minute gift shopping.
Due to the onset of Omicron, the print feature was delayed until early 2022, therefore the content was refocused around spending a night at the Station, promoting the idea of St Pancras as a place to shop and socialise into the evenings.
Why this excites us
- Continuing our long-term relationship with HS1
- Showcasing a creative approach to digital content to engage audiences
- Working a campaign across digital and print despite the challenges of Covid once more disrupting the original plans