London’s King’s Cross is bringing back its ‘Shop Off-Piste’ Christmas campaign for a second year running.

The push, developed with creative agency Elvis, aims to build on the success of last year’s campaign, which increased consumer likelihood to shop at King’s Cross by 57%.

This year’s campaign retains the creative concept from 2023 but features an altered look and feel. It incorporates elements of the bold art direction seen in the destination’s summer campaign, Shop It Like It’s HOT, which positioned King’s Cross as an extraordinary shopping destination.

The ski-inspired Christmas push reminds shoppers of the traffic-free wonderland at King’s Cross, presenting it as an alternative to busy London shopping locations.

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“We’ve built on the success of last year’s ‘Shop Off-Piste’ campaign, keeping what worked and adding a bit more edge,” said Neale Horrigan, executive creative director at Elvis.

“This year, it’s about bringing in that boldness from summer’s ‘Shop It Like It’s HOT’ campaign, while still staying true to the ‘off-piste’ idea – as well as standing out by avoiding all the usual Christmas clichés.”

The campaign is running across out-of-home, digital out-of-home, social and digital channels, with media planning and buying handled by The Media People.

King’s Cross Place marketing director, Chrissy Cullen added: “Over the last few years, our Christmas ad campaigns have been effective at driving consumer awareness of King’s Cross as a shopping destination.

“This year’s campaign combines fresh visuals, a striking colour palette and pared back copy, enabling us to cut through the festive noise and capture attention in a whole new way.”