Hallmark’s recent Christmas activities have seen the publisher forge links with some leading charities in Manchester, while over the other side of the Irish Sea it was involved in an inventive Festive Friday promotion for retailer Easons.
Hallmark teamed up with three homeless charities – Shelter, Penny Appeal and Booth Centre – as well as artists Sand in your Eye to raise awareness and offer support for homeless people.
As part of a push to highlight the growing issue of homelessness in the UK as well as do something to improve Christmas for many of the homeless, both in the Manchester area and wider, members of the Hallmark team, joined with those from the charities to see sculptural artists Sand in Your Eye carve a 3.5 metre tall Christmas tree out of ice in Great Northern Square in the centre of Manchester.
As members of the public dropped off charitable donations of toiletries and warm clothing, the Hallmark team were on hand to giftwrap them so they could then be placed under the ‘tree’ before being distributed to the homeless via the charities.
Commenting, Hallmark’s trade, events and digital marketing manager Amy Banks, together with colleagues from the publisher’s marketing, creative and distribution teams wrapped the donated gifts, told PG Buzz: “It was a very inspiring and enlightening project in which to be involved, something I will never forget.”
The Booth Centre in Manchester, which offers practical support to those with housing issues including shelters, education and housing will be saving some of the gifts to give to those with housing issues who attend its Christmas day dinner.
Penny Appeal has a significant network around the UK meaning some of the presents will be distributed nationally by its Team Orange volunteers to the homeless in most major cities.
Shelter’s Lindsey Tilston-Jones highlighted the worth of the being involved in the project: “Shelter Manchester is delighted to be part of this project, not only the amazing spectacle that is the ice tree, but the gifts, generosity of people and organisations and how this will highlight homelessness in Manchester and beyond. This project will help us to reach more people this Christmas.”
The film director Bezmond made a short film about the project which is now hosted on YouTube.
Eason’s Festive Friday Giveaway
Hallmark worked with the Irish Independent newspaper on a Festive Friday promotion which saw all Easons’ stores give away a free Hallmark card with any purchase of the Irish Independents weekend papers.
Promoted in the Irish Independent papers from Wednesday 28 November, as well as digitally the promotion encouraged shoppers to go in store and pick up a free card in store on 1st and 2nd of December.
“The promotion was a great way to drive customers into Eason stores and encourage them to start to think about sending their Christmas cards,” Tamsyn Johnston-Hughes, marketing manager for Hallmark commented.
