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Carnaby Christmas Revolution: Christmas Lights Switch On Party
In partnership with the Victoria & Albert Museum and international DJ collective elrow, on 10 November 5-9pm, Sister produced Carnaby Christmas Revolution: Christmas Lights Switch On Party, which celebrated the switch on of the Christmas lights and 20% off in shops, bars and restaurants.
Held throughout the 13 streets of Carnaby, the event objectives included driving footfall, increasing brand awareness and promoting the innovative Christmas decorations, inspired by the V&A’s exhibition, You Say You Want a Revolution? Records and Rebels 1966-1970.

Sister achieved over 48 pieces of coverage across print, online and broadcast with a total media reach of 44,000,000. Highlights include London Evening Standard print and online, Time Out print and online, Metro print and London Live.
The social reach during the 24 hours of the event was an outstanding 19,328,305 with @CarnabyLondon or #Carnaby being mentioned a total of 1,063 across Twitter and Instagram. Key social posts included the x3 elrow Facebook lives with 185k views to 445k followers and Time Out London Tweet to their 1.15m followers and an Instagram post that gained 14k likes.

Sister promoted the event across Carnaby’s website, newsletter and social media channels to over 179k people. The Facebook Live received over 50k organic views to a reach of 199.7k – the highest ever received on Carnaby social media. Sister also worked with London College of Fashion to create the pre-promote and post-event videos, totaling 55.8k views.

elrow’s Bookings Director, Victor De La Serna, said:
“This has been without a doubt one of the best and most rewarding professional experiences ever. Having lived in London for 11 years, I walked the streets of Carnaby and Soho almost on a daily basis, so being able to bring our party here for such an important event like the switch on of the Christmas lights is something worth of being
in any bucket list.”
Sister created a pop-up bar with 2000 complimentary
Lanique cocktails and secured 200 exclusive goodie bags for night worth £200 each, with items from brands including Urban Decay, Diet Coke, Lindt and Innocent Smoothies.