Through our experience of working with Business Improvement Districts, we approached Harrogate BID with an event concept that could deliver some Christmas magic in the town whilst also generating some additional footfall and spend for the businesses within the Harrogate BID levy area. Following on from the recently popular “elf on the shelf” craze we thought we would go a few steps “bigger” and construct a 12 foot, giant Elf that would get up to all sorts of mischief. Whilst Harry was in production we set about creating the story that would involve several stunts and approaching different businesses who would be suitable for being included. We also had the responsibility of designing the creative and digital identity of the #HarrogateElf
Our responsibilities included the imperative task of sourcing the Elf, meticulously planning the logistics, and conducting all the appropriate health and safety assessments.
Once we’d identified a list of 9 locations we set about devising the ideas including sourcing the appropriate props required and presented various health and safety documents to the Council for approval.
From local institutions such as Betty’s & Taylor’s to national brands like Primark, we ensured Harry was seen far and wide across the town over an 18 day event period. The first stunt involved the local Fire Brigade coming to rescue him from a balcony at The Yorkshire Hotel whilst the last saw Harry robbing several banks across the town. In between, he had muddled all the cinema titles up at Everyman Cinema, set up a mini disco in a bandstand, and got up to all sorts of mischief with the Harrogate Theatre Prop Box. So that every business felt vested in the event we produced various retailer packs including window stickers and appropriate social media assets to post on their channels.
In extremely difficult times we were delighted that the event was a success and brought many smiles to children and adults alike. A social media photo competition drove engagement with the BID’s social media channels and provided a fantastic opportunity for the bid to engage with visitors to the centre.
Gone but by no means forgotten, local businesses and residents are already eagerly anticipating the return of #HarrogateElf in 2021
Christmas is such an important time for our levy payer’s and we wanted to make the town centre as magical as possible for shoppers and visitors whilst also ensuring that we created a safe environment. As well as our spectacular Christmas lights and other initiatives, we worked with the team at Banana Kick who created and delivered the concept of the spectacular #HarrogateElf which was unveiled on 11 December as part of the Harrogate at Christmas campaign