by Sarah Kang
December 14th, 2015

A glittery annual affair, Orchard Road has been the go-to precinct for Christmas shopping and exciting festivities with its 2.2 km boulevard, decked out in a full splendor of Christmassy lights and décor.

This year, ION Orchard has raised the bar by giving its traditional 20-metre outdoor tree a sparkling makeover, in the mall’s first-ever partnership with Swarovski. Adorned with more than 28,000 crystals, the tree’s cavernous walk-in interior features a rotating chandelier with crystals, mirrored ceilings and a kaleidoscope of lights that transforms the space into an infinity room for a gloriously magical experience.

Walk-In Interior of Swarovski Christmas Tree

The mall’s outdoor space, ION2, has also been transformed into an illuminated Christmas park wonderland with reindeer, sleighs and interactive elements including a snow bubble show, Christmas acapella performances and Santa Claus appearances.

12 trees of kindness

Nestled at the heart of its festive celebrations is ION Orchard’s cause-related campaign to give back to the less privileged. To celebrate the season of giving, 12 well-loved brands at ION Orchard have collaborated with the mall to design exquisite 2.4-metre-tall Christmas trees of kindness.

Shoppers at the mall can place their bids to adopt the trees of their choice with proceeds benefiting some 350 students with special needs from Rainbow Centre Yishun Park School. In a partnership with NETS, shoppers can also make direct donations at several donation points in ION Orchard.

Christmas Wonderland - Reindeer

Strengthening relationships

Weber Shandwick, the public relations agency that has been working closely with ION Orchard for eight years, supported the launch of this campaign by inviting 27 media colleagues and online influencers to an intimate Christmas breakfast, hosted by ION Orchard.

Drawing on its extensive experience, Weber Shandwick ideated creative ways to entice media. Doing away with the standard speech format, Mr. Chris Chong, CEO of Orchard Turn Developments, engaged in light-hearted banter with emcee-celebrity Bobby Tonelli to introduce ION Orchard’s Christmas activities. Bobby was spotted snapped selfies with the trees which was subsequently uploaded onto his social media platforms.

Weber Shandwick also pitched a festive gift guide comprising Christmas exclusives retailed only at ION Orchard that created a positive buzz among a variety of media titles. Personalized digital Christmas cards were sent to ION Orchard’s media colleagues for their strong and continued support over the years.

The campaign has since resulted in consistent coverage across both traditional and social media, with many waxing lyrical about the mall’s stylish décor and myriad of ‘wefie’ opportunities, making ION Orchard the talking point this Christmas season with both media and influencers.

All images courtesy of ION Orchard Singapore.

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