Purpose
Ministry of Fun is Britain’s biggest and longest running provider of Father Christmas performers – the UK’s original Santa School. Every year, student Santas are taught the special art of becoming Father Christmas during training – dubbed ‘Santa School’.
Ahead of Christmas 2024, The ‘Ministers’ (at Ministry of Fun) came to Milk & Honey to help create an event concept that would bring Santa School to life in an impactful and memorable way that would drive business impact for The Ministry.
Engagement
The strategy catered to the media’s need for photo and video stories by providing high quality content of a special Santa School session set at The Postal Museum.
The showstopping multi-site photocall, featuring more than 20 Santas provided a visually unique and impressive back drop whilst also emphasising the important connection made when a child writes to Santa – and delivered a healthy dose of nostalgia for everyone involved. The event was developed and delivered in under 2 months, requiring supplier/partnership management, location scouting, media relations, content creation and event management.
Effect
Santa School 2024 delivered 79 pieces of coverage – 34 national, 12 international, 31 regional and social mentions.
Highlights include the BBC, The Guardian, The Independent, Yahoo News, The Evening Standard, and The Telegraph.
"As a result of the campaign, we have been approached by new clients, not just for appearances from the big man in red, but for training their own performers too."
- Ministry of Fun
Project Credits
- On-location photography from Matt Alexander/PA Media
- Event hosted by Ministry of Fun at the London Postal Museum
