We Are Fred has been working with One Chelmsford for the second year running to promote the Christmas retail campaign – CM1STMAS, with phenomenal results! In just six weeks, the website alone has attracted over 32,000 visits, that’s over 5,300 visits each week, the magazine has been delivered to nearly 10,000 homes and there are advertorial campaigns running throughout the surrounding counties.
We are Fred designed the CM1STMAS campaign concept last year to promote Chelmsford throughout the Christmas period, generating awareness within the City as well as the surrounding areas to increase footfall and draw consumers away from other shopping centres. In 2018, the campaign resulted in a 10% uplift in retail revenue and this year that figure looks set to be even higher.
The marketing push is led by One Chelmsford, a collective of businesses working together to ensure that Chelmsford City Centre remains the county’s premier retail destination. The idea is to promote Chelmsford during the festive period, using Christmas shopping as the focus of the campaign to bring the City to life. CM1STMAS effectively capitalises on what Chelmsford has to offer as a premier shopping destination and encourages people to visit the area.
By far, the biggest benefit of the campaign is the unique and timeless look of the design and the taglines which speak to everyone from children, families, young professionals to an older audience and businesses. The clever play on words using the Chelmsford CM1 postcode and Christmas to create the CM1STMAS brand has now become symbolic of the campaign and can be used time and time again, year after year, to spread the magic of Christmas.
Like any marketing campaign, the channels used to create our Christmas message are many and varied to ensure that we get in front of our target audience at the right time with the right message.
CM1STMAS has its own uniquely designed website which not only provides essential online presence for the campaign, but it has also become a central reference point to promote events throughout the festive period.
A major part of the campaign, and one we’re particularly proud of, is the promotional video which our clever creative team at We Are Fred styled, planned, filmed and produced. The aspirational lifestyle video gives you all the Christmas feels you need and sits proudly on the CM1STMAS website as well as being used across social media platforms.
And there’s the now infamous CM1STMAS lifestyle magazine, with 10,000 glossy copies distributed across the surrounding towns and counties designed to entice visitors to the city. The magazine highlights all that Chelmsford has to offer throughout December and we take time and care to liaise with local organisations, shops, businesses, restaurants and independent retailers to ensure we include plenty of information to keep visitors informed.
Then there’s the adverts in local newspapers, on buses, at railway stations and on billboards across the county – all designed to spark interest and intrigue. Finally, we have a big push through social media, using the content and high-end luxury imagery to lure shoppers, diners and those looking for that extra spark of Christmas magic. Social media platforms allow us to specifically target those we want to engage with and change the direction of the campaign quickly depending on what is and isn’t working. Its one of the most powerful tools in our weaponry.
Campaigns like this one never get old. Like the port we only reach into the cabinet for at Christmas, it just gets better with age. As the creative becomes more widely recognised it becomes more impactful year after year. It’s just the second year but the timeless and classic approach is already recognisable by many and now synonymous with the City. And that’s how we know we’ve got it right.