L.L.Bean chooses Newbridge Marketing Group to take Northern Lights Celebration to new level
November 11, 2016 – The L.L.Bean Northern Lights Celebration has become a cherished Maine holiday tradition over the past 10 years. Held every November and December since 2006 at the company’s retail campus in Freeport, the interactive winter wonderland now attracts more than 500,000 visitors annually.
The 2016 extravaganza, which kicks off November 18th and continues through December 31st, will offer guests a classic and magical holiday experience unlike any other. The heart and soul of the event will be the Discovery Forest, composed of more than 600 Christmas trees sourced from Northern Maine and decorated by local organizations. Rising out of the forest will be the “night sky” geodesic dome which will display the famous Northern Lights via projection mapping, paired with the sounds of the winter Maine woods. Below the scene will be an L.L.Bean winter camping diorama, decorated with more than 175,000 ground-based and overhead lights to complete the aesthetic. All Christmas trees will be chipped and donated to local school playgrounds in the spring.
The setup will also feature a beautiful post-and-beam barn, built on-site by renowned Maine builder John Libby. It will house real reindeer, Santa’s workshop (complete with visits from Santa on select days) and a festive family photo opportunity complete with a sleigh. A model train display, built around a to-scale model replica of the L.L.Bean campus and original buildings, will be placed in the children’s section of the store. Additionally, visitors will enjoy horse-drawn carriage rides and a larger-than-life snow globe which they can step inside.
L.L.Bean is encouraging visitors to share their experiences and photos from the event on social media using the hashtag #llbeanmoment.
The Northern Lights Celebration is the latest in a series of experiential initiatives managed for L.L.Bean by Newbridge Marketing Group.
“L.L.Bean is such an intrinsic part of the communities it serves, especially in Maine,” said Gabe DiGristina, Newbridge’s vice president of brand partnerships. “We’re proud to have the opportunity to work with our partners at L.L.Bean and to play a role in sharing the spirit of the holidays with hundreds of thousands of guests. If this event doesn’t make you feel like a kid again – nothing will!”
To ensure that the Northern Lights Celebration honors L.L.Bean’s Maine roots, Newbridge is working with an array of Maine-based companies, craftsmen and vendors. And Maine Green Power will measure and manage the carbon offset of the initiative. For more information about the event, including driving directions to the L.L.Bean campus, please click here.
About Newbridge Marketing Group
Founded in 2004, Newbridge Marketing Group comprises three divisions: Newbridge Campus, Newbridge Sports + Entertainment and Newbridge LIVE!, its experiential marketing unit. Leveraging learnings from more than 600 partnership marketing programs it has executed, NMG customizes programs to help brands and agencies more authentically engage their target consumers.
In 2015 and 2016, Newbridge LIVE! was named to Event Marketer magazine’s “It List” of the top 100 event agencies. For its collegiate work, NMG consolidates an otherwise fragmented market by leveraging platform partnerships at more than 2,000 campuses through campus bookstores, intramural athletics, student unions, cafes and student clubs. For additional information, visit www.newbridgemg.com or follow us on LinkedIn and Twitter.