The Winters of The World

Background

 

In 2024, Winters of the World debuted as an immersive Christmas party event in central London, blending premium experiences with a festive narrative. I played a pivotal role in the development, marketing, and execution of this ambitious project, helping craft a memorable event that resonated with attendees and partners alike. My expertise spanned branding, content creation, event support, and stakeholder management, all while ensuring the event’s premium positioning and charitable partnership were brought to life.

Challenges

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• Creating a brand-new event concept, including a compelling brand story, USPs, and a cohesive target audience strategy.

• Developing an immersive experience with unique characters and premium partnerships that reflected the brand’s high standards.

• Building brand awareness and driving attendance in a highly competitive holiday market.

Strategy & Execution

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1. Brand development & voice

   • Collaborated with the team to identify the unique selling points (USPs) of Winters of the World: a premium, story-driven Christmas party experience supported by Michelin-starred chefs, exclusive drinks partnerships, and charitable collaborations.

   • Defined the target audience as high-net-worth individuals, corporates, and families seeking exclusive holiday events.

   • Worked on refining the brand voice, balancing festive charm with luxury appeal, and ensuring consistency across all marketing touchpoints.

2. Immersive character design

   • Developed key characters integral to the event’s story, ensuring their narratives tied seamlessly into the overall experience.

   • Managed character aesthetics and costumes, crafting a cohesive visual style that enhanced the event’s premium brand story.

3. Branding & marketing asset creation

   • Assisted the Creative Lead in refining the event website, ensuring an intuitive user journey and engaging content.

   • Designed and implemented an email marketing strategy, segmented for various audiences (corporate clients, families, and luxury seekers) to maximize conversions.

   • Oversaw the production of marketing assets, including:

     • Organizing professional photographers and videographers to capture premium content showcasing the event.

     • Developing branded materials in collaboration with partners like Asahi and Michelin-starred chefs, ensuring a seamless integration of their offerings into the event narrative.

4. Charity Partnership with Great Ormond Street Hospital (GOSH)

   • Developed a branded mocktail to support the partnership with GOSH, tying in premium elements with a charitable cause.

   • Organised a Family Day exclusively for GOSH families, which was a highlight of the event and led to a nomination for a charity-related awards ceremony.

5. Event execution & on-site support

   • Produced and managed on-site POS materials to drive walk-in traffic and ensure consistent branding throughout the event.

   • Supported the event team in streamlining operations, including staff coordination and managing promotional activities.

6. PR & promotional activities

   • Executed additional PR activities, including:

     • Paid e-newsletters to targeted databases.

     • Arranging press interviews with leading platforms like London Live.

     • Collaborating with influencers in partnership with brand sponsors to expand the event’s reach.

   • Organised pop-up promotional events in corporate environments to drive pre-event awareness and interest.

Results

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• Brand awareness & engagement: Positioned Winters of the World as a premier Christmas event in London, garnering significant interest from high-value audiences and media.

• Charity impact: The partnership with Great Ormond Street Hospital was a resounding success, culminating in an award nomination for its charitable initiatives and leaving a lasting impression on participating families.

• Premium content creation: Delivered high-quality photo and video assets that amplified the event’s luxurious and festive appeal, elevating its digital presence and bolstering future marketing efforts.

• Event success: The immersive narrative, seamless on-site execution, and premium partnerships received glowing reviews, setting a benchmark for future events.

Conclusion

 

By combining strategic brand development, immersive storytelling, and effective marketing execution, I helped launch Winters of the World as a standout event in London’s competitive holiday market. Through innovative content creation, charitable partnerships, and seamless operational support, the event successfully delivered a memorable experience for all attendees, while laying the foundation for future success.