Strategic placement positioned Hallmark ornaments for sale adjacent to Eastland’s hugely popular Santa photography station, while providing complimentary Hallmark giftbags to photography customers—creating a powerful brand showcase that resonated with families throughout the 2024 festive season and introduced the ornament collection to thousands of potential customers.

The approach extended beyond in-centre activity to comprehensive digital engagement, delivering more than 57,000 plays on premium digital screens throughout the centre, 3900 social media impressions and a significant spike in views for the dedicated Hallmark feature on Eastland's website. A targeted eDM campaign achieved an exceptional 4.56% click-through rate, significantly outperforming industry benchmarks. What began as a single-centre test has now become the blueprint for Hallmark's planned national expansion in 2025—demonstrating the activation's effectiveness in building brand advocacy and creating meaningful customer connections during retail's most crucial trading period of the year.