ECHC’S annual Christmas tree lighting event at Jenners flicks the switch to deliver dazzling media success

THE ANNUAL Christmas tree light switch on at the world-famous Jenners department store in Edinburgh is a highlight of the festive calendar.

However, we took it to new levels of success with the media after linking the annual switch on with a festive campaign being run by the much-loved Edinburgh Children’s Hospital Charity (ECHC).

When seven-year-old Bella Rennie, from Prestonpans, East Lothian, pressed the button to light the 40-foot high tree, we captured a terrific set of pictures and an eye-catching media release. The success was impressive:

• Six major items of media coverage
• Large print features in the Edinburgh Evening News and East Lothian Courier
• Further shares online on sites such as Edinburgh Live and The Edinburgh Reporter
• Social posts from influential pages such as Edinburgh Spotlights and the North Edinburgh News
• A total reach of 100,151 people

We ensured the annual switch on reach a massive audience well beyond the many tourists and locals who flock to see the impressive tree take pride of place in the store.

Instead the media coverage ensured the switch on also became synnomous with the launch of the ECHC’s Big Christmas Door Appeal.

Not only did it give Bella and her family countless memories to savour from the big day, it also helped our client ECHC maintain and develop momentum as its Christmas campaign kicked into gear.

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