The Brief
British Airways partnered with our client TimeOut for this unique winter brand activation, marketed around the concept of the stunning Christmas Markets held across Europe over November and December.
The TimeOut Markets are iconic all around the world. As such this pop up event, labelled the TimeOut ‘Hot Boozapalooza’ needed to positively
represent the TimeOut brand and their markets whilst also tying into the themed concept.
Four specific destinations were selected by BA to promote for the activation; Prague, Cologne, Krakow and Salzburg. The event strategy was to design and create a mini Christmas Market for each of these destinations, to be located across the exterior event spaces at the stylish London Bridge based venue, Vinegar Yard.
What We Did
Our concept for the event execution began with our research into the similarities and variations on the different Christmas markets across the four final destinations. Each of the cities are known for their own specific cuisine along with distinctive design elements that visually represent the uniqueness of each location. We decided to create a bespoke colour scheme for each of the mini markets as a way of easily identifying each section. Fluffy, snow dusted fir garlands and large
Christmas trees were then adorned with colourful baubles in the cities individual palettes.
Engaging, interactive activities were created, aimed at the influencer and young London workforce target audience. Each was positioned in one of the mini markets for attendees to enjoy, such as a fortune teller, biscuit give-away, arts and crafts activity and bespoke photo experience.
Cologne
The design for Cologne’s mini market centred around Germany’s famous, eye-catching Lebkuchen biscuits. We created a colourful, textural arch surrounding the venue’s drinks bar covered with hundreds of these heart shaped biscuits.
The decor doubled up as an interactive give-away, hosted and restocked throughout the event by our actors in traditional German costume. Giant freestanding Lebkuchen hearts lead up to the stand brand with bespoke text.
Salzburg
The Salzburg market was the secret highlight of the event! Hidden at the back of the event space, attendees followed a set of themed signage to discover Austria’s favourite Christmas character, the Krampus. Based on this terrifying counterpart to Santa Claus in Austrian tradition, we created a spine-tingling and completely unique scare experience photo op – with guests pulling their scariest faces alongside our fabulous masked Krampus!
Krakow
Poland has a long standing tradition of displaying beautiful Christmas Trees with intricate glass baubles. As such our interactive element for the city reflected this, with guests being given the opportunity to engage in glass bauble decoration using tubed glass paints. As a design feature a set of large props based on Poland’s traditional Szopkas nativities were created for the mini market. The area also included a drinks bar serving ‘The Krakow Kracker’, a bespoke mixer for guests to enjoy.
Prague
Prague’s mini market was dressed with garlands and baubles in a pretty pink and bronze colour palette. Reflecting the Czech Republic’s Advent traditions leading up to Christmas, we designed and hung large candles and Advent Wreaths around the area. A highly popular interactive experience; our Czech fortune teller had queues around the block!
What We Did
Our eye-catching Spin to Win wheel was another highlight of this brand activation. Attendees had the opportunity to win an incredible prize with British Airways as a part of the event activation. If the wheel’s arrow landed on the golden candy swirl the participant would be entered into a competition to win flights and a two night hotel stay to their preferred location, choosing from the four featured destinations; Salzburg, Krakow, Prague for Cologne.
In addition to themed decor we also produced a selection of large scale branding and signage for Timeout and British Airways. The branding was incorporated as hanging sings, large posters and small giveaways, across the event spaces and along the exterior of Vinegar Yard, to promote the activation.
Highlights
The Timeout Hot Boozapalooza – a Spin the Wheel guest experience to win tickets to one of the four destinations with British Airways.
The red and white snow-covered Lebkuchen heart arch and giant Lebkuchen biscuits, as the feature of Cologne’s mini Christmas market.
Our psychic Fortune Teller gave personal readings to guests in Prague’s zone.
Cologne’s Koln Christmas Punch with blackcurrant and raspberry liqueur.
A visit with our horned, devil-like Krampus character. Take a photo (if you dare!) in our scare zone photo experience.
Our traditional wooden signs, hand painted in four languages to reflect the British Airways destinations.
Contact Us
Address
Boo Productions Ltd
Studio C, 23 Lombard Road,
Wimbledon,
London SW19 3TZ
Phone
020 8542 1480
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