Seasonal events / Creators & campaign
Winter Light Trail
One strategy. Three trails. Each with its own glow.
Winter Light Trail runs at Trentham, Wollaton and Northampton, and each one is its own brand with its own setting and crowd, with each trail having its own personality.
- Role
- Social Media Manager
- Project context
- Work undertaken by Aneta while working full time at WePop.
- Locations represented
- Trentham · Wollaton · Northampton
- Focus
- Influencer & Creator Marketing · Campaign Strategy
The challenge
Same lights. Different trail.
The displays move between sites every year, so what's coming to one trail often has no content of its own yet. How do you market something nobody's filmed? You get resourceful. Aneta tracked what stood where in past seasons and recycled footage across sites, showing people what's coming without promising anything they wouldn't actually see.
The approach
Hundreds of guests. Hand-picked and hosted.
The best way to sell a light trail is to let people see it. Aneta scouted, invited and hosted around 500 creators, press and guests at preview evenings across every site. She built the guest list and hosted the evenings alongside her team. The first wave of content came from people who'd actually walked the trail before opening.
Best Seen After Dark.It's Giving Glow.
The execution
Give each trail its own story.
Influencer & Creator Marketing.
Aneta ran the creator and PR side of the previews: who to invite, pre-event preperation, hosting on the night and making sure the content landed where the campaign needed it.
Campaign Strategy.
Each preview gave its trail a push, with guest content feeding that trail's own campaign alongside the event-day coverage her media team captured on site.
Behind the scenes
The work behind the shine.
The feed is the last step. Before it come the guest lists, the briefs, the crew on site and the late nights making sure the best content is ready while the lights are still on.
Selected work
Across the trails.
Selected event and social content from Trentham, Wollaton and Northampton, linked to the original posts.
