Simon Belsham, chief executive of Not On The High Street, said the experiential campaign has been designed to showcase smaller, creative industries amid the chaotic, mass consumption nature of Black Friday, which is taking place this week (27 November).
The Christmas tree will showcase a selection of products and stories from its partner retailers. It will travel to three different locations across the county between 1 and 5 December accompanied by a branded sleigh.
The campaign will culminate on the final day with Colour Saturday, when Not On The High Street will activate a surprise ‘colour moment’ across each city visited. The events aim to celebrate creativity, craftsmanship and innovation, and the ‘colour’ that small businesses bring to the nation.
A social campaign will also complement the live activity. Customers will be invited to join in the campaign via an interactive Instagram competition for thoughtful gifts.
Belsham added: "Our ambition is that Colour Saturday will be a day in the festive calendar for years to come and a moment to reflect on the tens of thousands of creative entrepreneurs – the designers, makers, knitters, potters, carpenters, engravers and illustrators – who put human values and skills back into the gifting season, making vital contributions to the British economy and to peoples lives."
The sleigh will visit:
- Edinburgh’s Grassmarket on 1 December
- Manchester’s Piccadilly Gardens on 2 December
- London’s Spitalfields Market on 4 and 5 December
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