In London’s tough retail environment, Covent Garden faced intense competition from other destinations. The challenge was to establish the area as the ‘must visit’ Christmas shopping destination, demonstrating Covent Garden’s point of difference by presenting a unique experience in London. The ‘Merry Kissmas’ campaign used KISS - an interactive installation - as a centerpiece to bring people together, tapping into people’s desire to share experiences with their friends.A seven week campaign encouraged shoppers to visit Covent Garden over the Christmas period, centering on KISS - the world’s first interactive Christmas tree. Based on human touch, KISS was activated by a mistletoe kiss, triggering 50,000 lights to pulse through the 50ft tree, creating a sensational lighting effect. It launched with a public kiss auction via Twitter with TV presenter Christine Bleakley, followed by a high-profile celeb kiss with Louie Spence. This was supported by an integrated publicity campaign, cause-related marketing and commercial sponsorship.The resulting campaign attracted over 3.87 million visitors in December, generated blanket national and global coverage that was up 43% on 2009, engaged over 100,000 social media users, bringing the activity to a younger, digitally savvy audience, and raising £30,000 for the Prince’s Trust.

The campaign launched on 11 November with a kiss auctioned on Twitter between TV presenter Christine Bleakley and a member of the public, starting the online buzz. This was followed by a high-profile celebrity kiss between Christine and Pineapple Dance Studios’ Louie Spence. Covent Garden tenants participated in the launch to enhance the experience: The Real Food Market offered aphrodisiac products, The Apple Market sold kiss-themed gifts, Ella’s Bakehouse sold ‘kiss cupcakes’ and The Body Shop created a ‘pucker up station’ to get people in the mood.A calendar of activities - all relating to KISS - was created to sustain interest, particularly in December when competition from other locations was at its fiercest. Events included a ‘Fancy A Kiss?” singles night and ‘International Kissing Night’ where foreign nationals were filmed under the tree to pass on kisses to loved ones abroad.Participation was also encouraged through a cause-related element, donating £1 to The Prince’s Trust for each kiss.

Despite adverse weather affecting the whole country during the festive period, Covent Garden attracted 3.87 million visitors in December alone.The campaign resulted in over 300 pieces of branded coverage (up 43% from Christmas 2009), including significant national pieces on ITV Daybreak, ITN, Sky One, LBC radio, The Times, Daily Mail and Metro, whilst international coverage included Sky Australia, China, Russia and Brazil. This delivered an AVE of £1,092,345 and 63,393,592 OTS. Highly influential social media engaged over 100,000 users, with tweets and blogs encouraging people to visit the area and sharing their experiences, passing on the feel-good element. Additionally, £30,000 was raised for the Prince’s Trust charity. From international visitors and Londoners, singletons and happy couples, to retailers, the charity partner and media – all parties were reached via one activation, bringing people together at Christmas in an innovative, engaging way.