– Push was developed in collaboration with creative agency elvis
– Follows the success of previous campaigns which have boosted awareness and visits to the destination
elvislondon.com
LONDON, 27th June 2024 – King’s Cross, London’s creative neighbourhood, has unveiled its new summer campaign, “Shop It Like It’s HOT”.The multichannel push was developed in partnership with creative agency elvis.
Following the success of a number of previous campaigns created by elvis which have boosted awareness for King’s Cross and Coal Drops Yard, the new push aims to communicate the elevated experience of shopping in the area’s outdoor environment during summer, in order to help the brand stand out from the rest of London’s shopping spots, promote its fashion offer and position it as a must visit shopping destination
The initiative seeks to engage with young, urban, informed shoppers, as well as visitors from across London, the surrounding counties and connected regions, and domestic and international tourists,
Research by elvis has shown that people think summer shopping is usually overcrowded, stark, smoggy and sweaty, and that they are looking for a solution that elevates their shopping experience, with the addition of beautiful outdoor spaces that get them closer to nature.
While 2023’s summer campaign saw King’s Cross position itself as an alternative to online shopping, this year’s work moves away from this and instead showcases the area’s fashion offer and shows people why it provides a better experience than other London shopping destinations.
The new campaign, “Shop It Like It’s HOT”, aims to bring the fun back into shopping. Its art direction reflects the vibrant personality of the King’s Cross area, with photography of sun-drenched outdoor spaces, bold typography, highly saturated colours, and larger-than-life models shot by Lillie Eiger dressed in pieces from the area to create a fashionable edge.
A series of executions, running across digital out-of-home, paid social and digital channels, showcase summer fashion items that are “HOT RIGHT NOW” and available from King’s Cross retailers.
Media buying is by The Media People, and organic social is by Garden State.
Neale Horrigan, Executive Creative Director, elvis, said: “Summer is here, and people are in the mood to shop! But shopping on overcrowded high streets and in stuffy malls is anything but enjoyable. So, we’re showcasing King’s Cross as the absolute antidote to all of that with a playfully cool campaign that aims to make summer shopping fun again.”
Chrissy Cullen, Place Marketing Director, Related Argent, added:“King’s Cross offers a curated selection of independently minded brands that make it a joy to discover the thing you’re looking for, all delivered within a calm, spacious, considered environment that feels like a world away from mainstream shopping, even though it’s right on your doorstep. This vibrant new campaign, the latest to launch as part of our work with elvis, perfectly captures the pleasure of shopping at King’s Cross and Coal Drops Yard this summer.”