King’s Cross has unveiled Shop Offline, a brand new platform and multichannel campaign encouraging Londoners to shop at the retail hub this summer.
The campaign – which will run across out-of-home (OOH), digital-out-of-home (DOOH), social, digital and on-site channels – aims to shed light on the benefits of shopping at King’s Cross by contrasting it with the ‘cold, functional world of online shopping’.
Devised by creative agency Elvis, the campaign sees shoppers enjoying the broad range of stores at King’s Cross’ Coal Drop Yard and features an analogue style, hand-drawn fonts and elements of collage and illustration.
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The campaign is part of the neighbourhood’s ambition to create a brand narrative to increase public awareness and footfall supported by the new platform, which is set to roll out over the next three years.
“We want to promote the diversity of experiences and activities on offer at King’s Cross, giving people reasons to visit us time and again” said King’s Cross place marketing director Chrissy Cullen.
“This campaign is all about the joy of a real-life shopping experiences and the human connection it enables – something that can’t be replicated online.”
Elvis creative director Alexandru Vasile added: “Online shopping might be easy, fast and convenient, but it’s no match for the experience of seeing and touching items yourself, accompanied by the honest opinions of friends.
“This summer, King’s Cross is inviting everyone to embrace the joy of shopping offline.”
