Tactics Magazine | Page 18

PUBLIC RELATIONS Road Stories Santa is a big star, but he didn't mind riding public transit with his elves on his way to his grotto at Manchester Arndale in the UK last year. On December 16, he ditched Rudolph and the other reindeer, preferring to leave the driving to someone else, and it was just as well because it provided some unexpected entertainment to downtown tram commuters. As it turned out, Santa did more than lend an ear to Metrolink riders and their wishes, he also showed off his singing voice with his group's rendition of "Santa Claus Is Coming to Town." Manchester Arndale planned a total advertising campaign around this little PR stunt. For one, the tram that Santa and the elves rode was wrapped in the center's holiday graphics and promoted the grotto that opened on November 24, urging shoppers to hop online to pre-book their visit. The holiday cast members also had with them copies of the Elf Times newspaper, with more information on the center's holiday line-up. Event firm MayNineteen captured it all on video and posted the reel on the center's channel at MachesterArndale.com/tv. The video also made it onto YouTube. The previous year, another PR program that the center and Visit Manchester orchestrated took the form of a contest. Local residents were asked to watch a video of Santa exploring some of the city's top sites, count how many times he appeared in the video and submit their answer for a chance to win a weekend break in Manchester, along with £500 ($810) in Manchester Arndale vouchers. Dreaming of a white Christmas? ...We mastered snow years ago VIDEOS GLOBAL SPECIAL EFFECTS (formerly known as snowmasters) snow - flogos - scent - confetti foam - fog - bubbles 256.229.5551 www.globalspecialeffects.com Christmas Elves head to the Metrolink tram Santa visits Manchester LED holiday lighting – energy efficient and affordable It wasn’t so long ago that LED lights were prohibitively expensive, but like all “new” technologies, LED lighting is now more affordable than ever. At Creative Displays we make LED lights even more affordable because we deal directly with the manufacturer to offer you commercialgrade holiday LEDs at wholesale prices, without the middleman markup. Of course, today’s LED technology offers environmental and economic advantages as well. LED lights consume approximately 80% less energy and last about 15 times longer than incandescent bulbs. So if you’re looking to slash your energy and replacement costs, check out our complete line of LED holiday lighting at www.creativedisplays.com. For your free 28-page full-color catalog call 800-733-9617 or email [email protected]. Better Products at Better Prices ® ©2012 Creative Displays, Inc. 18 Tactics Ad_FINAL.indd 1 THE HOLIDAYS TACTICS /DESIGNING www.creativedisplays.com 5/9/12 8:41 PM U U U 800-733-9617