The Challenge

The Polar Express Live Experience wanted to capture the imagination of families during the busy festive season and drive strong ticket sales across multiple event dates.

With intense competition from other events and attractions, the campaign needed to stand out in a crowded Christmas marketplace. The aim was to engage both parents and children emotionally and drive traffic to ticket pages.

Our Idea

During the build-up to Christmas, families spend more time travelling, shopping, and sharing seasonal traditions. This makes real-world touchpoints—bus routes, high streets, and in-car audio—particularly powerful.

By tapping into nostalgia and the emotional pull of The Polar Express story, a campaign rooted in imagination, sound, and spectacle would resonate far more strongly than a purely transactional message.

Execution

Our in-house experts developed a multi-channel approach designed to bring “the magic of belief” into everyday environments:

• High-impact billboards on busy routes
• Standout retail digital displays to engage Christmas Shoppers
• Bus supersides to capture commuters
• Heart Radio for festive vibes. The Radio advert featured atmospheric sounds—train wheels, soft bells, winter wind—to transport listeners straight into the world of The Polar Express.

Every element worked together to create a cohesive, emotionally rich journey from awareness → excitement → action.

Why It Worked

• Emotional storytelling brought the magic of the show to life
• Smart channel selection reached families at the moments they were most receptive
• Optimised timing aligned perfectly with seasonal travel and shopping
• Creative consistency made the campaign instantly recognisable at every touchpoint

The Polar Express campaign demonstrated the power of combining OOH and audio to create immersive, family-focused storytelling that drove tangible commercial results.

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