Once upon a time in 2022, CapitaLand teamed up with Disney, with a goal as clear as a glass slipper: to bring a touch of magic to 15 locations across Singapore. From Christmas to Chinese New Year (CNY), CapitaLand went all out to create unique immersive experiences that turned shopping malls into the ultimate holiday destination, and we at Elliot & Co were thrilled to be part of the journey, helping to make the magic happen!

The Mission: Make It Magical

At its core, our role in this campaign was to announce their upcoming plans. At the same time, CapitaLand knew that for maximum impact, they needed to stand out from the standard holiday display set-up. Our task, therefore, was to craft a PR campaign that not only announced these activities, but made sure they captured attention. In doing so, we needed to spark curiosity, capture imaginations, and keep people talking.

Our Approach

The main aim was to generate awareness and visibility for the campaign’s ongoing events — all 15 of them. To achieve this, we launched a two-pronged approach to ensure that we covered all our bases. These were:

• A media and influencer launch event, followed by;
• Targeted pitching for interview opportunities, and commentaries.

Step 1: Awakening the “Force” with a Media and Influencer Launch Event 

The campaign’s flagship event kicked off with a bang — a media and influencer launch event at Raffles City Shopping Mall! The Christmas-themed display featured characters from the Star Wars franchise decked out for the holidays, with a special appearance by none other than Darth Vader himself, complete with a life-sized Starfighter!

This unique, high-energy event wasn’t just for show; it was designed to create an immediate splash, attracting media, influencers, and the public. The iconic Star Wars theme added an unexpected twist to the Christmas decorations that set CapitaLand’s celebrations apart from typical festive launches.

But the launch was just the beginning. 

Step 2: Ready, Aim, and Fire that Pitch

After the event, we went all-in on targeted media pitching, securing interviews, and crafting stories that highlighted the campaign’s best qualities, including the one-of-a-kind festive set-ups, and uniquely curated themes. 

We also kept the ball rolling with the curation and distribution of a 12-day advent calendar filled with festive surprises and sent them to influencers and Key Opinion Leaders (KOLs). This kept them engaged, excited, and more than willing to share their experiences with their audiences, effectively turning them into brand ambassadors for the campaign.

The Results: Lights, Camera, Coverage!

We secured a total of 458 pieces of media coverage across top-tier publications, including The Straits Times, The New Paper, 8 Days, and Mothership, achieving an overall PR Value of S$2,699,055. 

It wasn’t just about the volume of coverage; it was about strategically placing CapitaLand’s malls at the heart of the holiday season conversation. The launch event generated buzz around the campaign while strategic media engagement ensured that CapitaLand’s festive offerings weren’t just a flash in the pan — instead, the campaign remained a major source of joy and entertainment amidst public festivity, helping CapitaLand’s malls become must-visit destinations for both Christmas and CNY celebrations.

What We Learned: Festive Campaign Takeaways

• Make it unforgettable: The Darth Vader and Starfighter display wasn’t just eye-catching; it was the kind of unique, unexpected event that grabbed headlines and drew crowds. 
• Sustain the excitement: The 12-day advent calendar wasn’t just a gimmick; it was a strategic way to keep influencers engaged and talking long after the launch. 
• Leverage your community: By involving influencers and KOLs, we were able to extend the reach of the campaign far beyond traditional media. Authentic, word-of-mouth buzz is often the most powerful form of promotion.
• Consistent storytelling: From the launch event to the media pitches, we ensured that every element of the campaign told a cohesive and compelling story about CapitaLand’s festive offerings, helping to build a strong and recognisable narrative.

Partnering with CapitaLand to light up the festive season was an incredible experience for us at Elliot & Co. It’s a perfect example of how creative PR can turn a seasonal campaign into something memorable and impactful. 

We’re proud to have helped make CapitaLand’s vision a reality — and can’t wait for what’s next! 

If you’re ready to bring your brand’s vision to life, let’s work together to craft a campaign that resonates, engages, and delivers. Reach out to us at www.elliotcommunications.com to learn how we can take your brand to the next level.