Christmas Nights with Countless Lights: Festival of Lights by Ayala Land

The “Christmas Nights with Countless Lights” campaign’s core message was to offer an unparalleled and enchanting Christmas experience while strengthening Ayala Land and Makati’s position as the ultimate destination to experience holiday traditions.

By curating a diverse range of experiences that aimed to strengthen brand loyalty and increase visits, Makati sought to create emotional connections with its audience and solidify the city’s reputation as the premier Christmas destination in the country through the mesmerizing Festival of Lights at Ayala Triangle Gardens and the various holiday shows.

The campaign spanned two months, showcasing the diverse offerings of the city and the festive celebrations from Ayala Avenue all the way to Circuit Makati. Its success was driven by a multi-faceted approach and strong collaboration with the local government, brands, and various institutions.
The components are as follows:

• The campaign started with the lighting of Christmas decorations at Ayala Avenue - an annual tradition that marks the beginning of Christmas in the city.
• Festival of Lights: The Festival of Lights in Makati featured immersive experiences with mappable LED lights and video projections. Highlights included “Wish Upon A Light,” where wishes written on an interactive screen were projected on a garden wall, and “Liter of Light,” a collaborative installation with Art House and artist Leeroy New, showcasing solar-powered lanterns made from recycled water bottles.
• Choral Showcase and Christmas Concert: Collaborating with public schools for the Choral Showcase and offering free concert tickets to mall goers and business partners demonstrated Makati's commitment to engaging and valuing its community. By providing platforms for local talents and involving residents in the festivities, Makati strengthened its bond with the community and showcased the talent and diversity of its people.
• The comeback of the country's grandest New Year's Eve celebration showcased Makati as a dynamic and vibrant city that showcases world-class talent.

Overall, the campaign garnered a total of almost 2 million visitors and media values that tripled in amount. Social media engagement was also at an all-time high at 4.75 million with almost 100% positive sentiment.