PR & Marketing Agency | Twist

Launch of Northern Lights Manchester

Portfolio

NFLUENCER CAMPAIGN | PR

Launch of Northern Lights Manchester

Portfolio

Bringing a new Christmas tradition to life

Launching Manchester’s newest festive experience through strategic PR, influencer partnerships and regional media.

The Brief

When From The Fields, the team behind Kendal Calling, Bluedot and Christmas at Bute Park, announced the first-ever Northern Lights Manchester, they needed more than publicity. They needed to establish a brand new festive experience in one of the UK’s most competitive Christmas event markets.

The objective was to generate excitement ahead of opening, position Northern Lights Manchester as the region’s must-visit light trail, and introduce the wider Northern Lights brand to new audiences across Greater Manchester.

Our Approach

To build anticipation before the first lights were switched on, we developed a communications campaign that combined regional PR with carefully targeted influencer partnerships.

Rather than focusing on volume, we identified trusted family, lifestyle and food creators whose audiences genuinely matched the experience. By giving them early access to the trail, we generated authentic content that inspired visits and encouraged conversations across social media.

Alongside influencer activity, we secured regional and national media coverage, including announcements surrounding Northern Lights’ partnership with John Lewis, helping extend awareness beyond the event itself. We also supported launch event planning and coordinated filming opportunities, including activity with the BBC’s Strictly Come Dancing Christmas Special.

The result was a campaign that built momentum before opening night and continued generating attention throughout the season.

Why it worked

Launching a new event isn’t about simply announcing an opening date. It’s about giving people a reason to choose your experience over every other festive attraction competing for their attention.

By combining trusted regional media with authentic creator partnerships, we helped Northern Lights Manchester become one of the season’s most talked-about launches before visitors had even stepped through the gates.

The Outcome

187

Pieces of press, online and influencer coverage

28.2m

Combined audience reach

119

Brand mentions across regional and national coverage

BBC

Filming secured for the Strictly Come Dancing Christmas Special

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Influencers

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