2023

Come Home to Christmas with Ayala Land

Entrant Company

Ayala Land, Inc.

Category

Marketing - Best Event Marketing Campaign

Client's Name

Ayala Land, Inc.

Country / Region

Philippines

Ayala Land is known for creating thriving mixed-use communities in various parts of the Philippines. Ayala Land’s estates are characterized by its vibrant civic spaces and events that bring the community together. This is most evident during the Christmas season when millions of people gather in Makati, Ayala Land’s flagship estate, to witness and experience the various Christmas traditions such as the Festival of Lights at Ayala Triangle Gardens and the iconic decorations at Ayala Avenue. Both are known to signal the beginning of the Christmas season in the Philippines. However, when live events were halted during the pandemic, these events were either put on hold or shown through digital channels.

With the lifting of COVID-related restrictions, activities were able to resume and many were eager to again experience these Christmas traditions in real life. There was a clamor to bring back these traditions and the challenge is how to elevate the Christmas events given the audience’s high expectations. Another challenge is how to differentiate Ayala Land’s Christmas events from its competitors.

Credits

Marketing Manager, Ayala Land
Sharon Vital
Head of Marketing and Communications, Ayala Land
Christine Roa
Senior Marketing Associate, Ayala Land Estates
Alex Jamisola
 
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