Smith and Caughey’s

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Christmas 2024 - As Smith & Caughey’s prepared to celebrate (what would sadly become it’s final) Christmas, Pead assisted with PR to share the story of the incredible window display dialling up the creativity, heritage, and nostalgia, to position Smith & Caughey’s as the ultimate gifting destination and to drive customers into the store to shop.

Demonstrating Pead’s talent for delivering creative execution with a strategic lens.

The brief

Recognised globally as amongst the best in the world, Smith & Caughey’s Christmas window displays have previously ranked in the top five alongside Macy’s in New York, Selfridge’s in London, Galleries Lafyette and Myer in Sydney. 2024 was the 18th year of the windows and the planned reveal event the first to take place since the start of the Covid pandemic.
The 2024 window display brought to life the well-loved New Zealand children’s illustration book The Adventures of Hutu and Kawa by Avis Acres. Conceptualised and managed once again by creative talent, Kevin Broadfoot, the display spanned all the windows on Queen Street. However in 2024 for the first time, instead of marionette-style animation, the windows featured animatronics managed remotely by Stage 1 from Melbourne, Australia famous for their work with Myer.
Pead’s job was to manage the PR and media relations for the very special moment of the window unveiling, to generate positive media coverage to showcase the world class creativity and storytelling, heritage and nostalgia associated with the windows. In addition we managed an influencer and media preview of Santa’s Enchanted Forest Experience to showcase the magic of this loved Christmas tradition for the last time.
We received coverage in all the major titles in print and online as well as featuring on Breakfast and Seven Sharp.

The result

24

Pieces of earned 
media coverage

67

Total Reach

1000s

Of children (and adults) delighted by the Christmas windows over the years

A screenshot of a news article titled 'Smith and Caughey’s to launch Christmas window display as era ends at department store,' featuring an image of three elevator doors with an man standing in the middle elevator, framed by arched windows. The photo is credited to Chris McKean.
A man named Tony Caughey, Smith & Caughey's Chairman, stands in front of Christmas-themed decorations, including a decorated Christmas tree and mannequins dressed in floral clothing inside a store.

Need a hand?

info@pead.co.nz

09 918 5555

Level 2
Imperial House
44 Queen Street
Auckland, 1010

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