Snowman Enterprises and intu Trafford Centre have revealed a new brand partnership for Christmas 2014.
In a world first for a shopping centre, an exclusive deal has been struck which will see the leisure destination tie up with The Snowman and The Snowdog for the whole of Christmas.
The beloved hand-drawn illustrations will form the centre’s unifying theme across TV, radio and print advertising – as well as forming the backdrop to a spectacular new grotto experience.
The centre has created a limited edition run of 50,000 The Snowman and The Snowdog branded gift cards, which are a major source of revenue for retailers during the gift buying season.
Marketing collateral will also appear on plasma screens, poster sites, signage and bus backs. More than half a million Snowman mailers featuring the characters will hit doorsteps across the region, while the centre’s huge social media audience will be targeted with shareable content and online competitions.
At peak Christmas trade, more than a million customers a week come through the doors of the centre. The Christmas grotto will play a special version of The Snowman and The Snowdog movie, as well as offering exclusive branded gifts, presented by a raft of specially trained Santas.
Susan Bolsover, head of licensing and consumer products at Penguin, said: "The Snowman is a world renowned brand which represents the essence of Christmas for families across the globe.
"The intu Trafford Centre Christmas is geared towards our family audience and they truly appreciate the theatre and the magic that our characters can bring to events and promotional campaigns. This powerful tie-up uses the strengths of both brands to their best advantage and will make this Christmas truly memorable for any family who visits."
Richard Paxton, general manager at the centre, added: "This is a huge coup of us to forge a new relationship with such a friendly and iconic brand. The Snowman and The Snowdog evoke a true sense of family, and will help us to create some fabulous Christmas memories.
"The festive season is our most vital time of the year, and competition between destinations is fierce. We believe we’ve struck upon a unique chance to stand out from the crowd, and build an emotional bond between us and the millions of fans of The Snowman and The Snowdog."