Case Study


The Brief

A year long campaign from build to opening to support the opening of Lilidorei.

Lilidorei is the biggest play structure in the world that will celebrate Christmas all year – opening at the site of The Alnwick Garden next year. Lilidorei will encourage children across the country to use their imaginations as they explore the one-of-a-kind magical village where it's Christmas all year round and goblins, elves, dwarves, pixies, and trolls are plentiful. Goblins are mischievous, fairies are fantastical and children’s journeys through the clan houses will create everlasting memories.

Espresso were briefed with driving ongoing noise for Lilidorei in the year leading up to the launch.


  • Working closely with the marketing team to capture assets and strategically seed out CGI content to press in the lead up to launch
  • Arranging a first look as the first clan house arrived on site
  • Enlisting Emma Kenny, TV Child Psychologist to offer her expert opinion and front the campaign
  • A long-term partnership with First News which incudes awarding one lucky reader the title of the official First News Lilidorei Reporter

The Results

Widespread national and consumer media coverage including the Times, The Daily Telegraph, Time Out, Metro, The Evening Standard, The Daily Mirror, The Sun, The Daily Star, ITV, The Scotsman plus an array of regional coverage.