The holiday season is here, and this year Vaughan Mills is focusing their efforts on reminding us about the importance of family and the key to the holidays in a number of new ways as part of an integrated campaign.
To help create that ultimate holiday experience, Vaughan Mills is giving families the perfect place to make family memories this year at Santa’s Tiny Big Town. The experience is unique, from the winding entrance full of interactive games children can play while they wait to see Santa, to the story they hear when they meet the big guy himself. Vaughan Mills has crafted a unique narrative for Christmas this year that ties back to the magical key to the holidays: spending time with the ones you love. During the experience, each family watches a short animated film that explains the story behind a Magical Key, then receives a physical key from the story that they can hide for Santa to use on Christmas Eve.
With a giving spirit in mind, the shopping destination has selected a new charitable partner, The Hospital for Sick Children (SickKids). One hundred per cent of proceeds from photo packages sold will be donated to SickKids in support of the Possibilities Fund at SickKids, which gives them the flexibility to respond quickly and strategically to the hospital’s highest-priority needs, as they arise – including support for people, physical structure, and world-class programs in research, education and patient care.
To launch the set, Vaughan Mills prepared a very special morning with Santa on November 20 for SickKids families before the set opened to the public. They were invited for a pancake breakfast, story-time with Santa and a chance to experience Santa’s Tiny Big Town before the crowds.
In order to share their holiday message about the key to the holidays to a broader audience, Vaughan Mills created a special video that captures heartwarming stories of families in the GTA. They focused on what mattered most to children at Christmas: happiness and love for their parents, a responses sure to surprise audiences and have them reaching for tissues.