Celebrating the Holidays Milanese Style: Sponsored Christmas Tree Initiative and How One Beauty Brand Is Using It To Compliment Ad Efforts
The holiday season is upon us once again. In Milan, the holiday spirit is in full effect, marked by pop up markets and brand-sponsored Christmas trees across the city.
The other day I took my usual stroll past the Duomo and Via Monte Napoleone (Milan's version of 5th Avenue), but this time, I was not just admiring the architecture or taking in the energy of sightseers and the Milanese fashion crowd. I was on a mission: to see how companies were using these festive trees to tell their brand stories.
A Pandemic-Born Tradition: "The Christmas of the Trees"
What feels like an established cultural marker for Milan is, surprisingly, a relatively new tradition, born just five years ago in response to the impact of COVID-19. The initiative, named "The Christmas of the Trees" (Il Natale degli Alberi), was conceived by creative director Marco Balich and donated to the City of Milan by the Bracco Foundation. The goal back then was simple yet powerful: to bring light, creativity, and bring a sense of shared community back to the city during a challenging time. Although the pandemic has long ended, the goal of the initiative still prevails.
Each year companies and private entities submit proposals of how they envision their sponsored tree coming to life. Those selected for prime city-center spots also commit to illuminating less central areas of the city. This fosters city "solidarity," ensuring the holiday atmosphere reaches every neighborhood, making the Christmas spirit truly accessible to all. It's a win-win: participating brands gain self-promotion while actively engaging with the community.
One of the most coveted locations for a sponsored tree is Galleria Vittorio Emanuele II. The Galleria, situated right next to the Duomo is a hot spot that gets lots of foot traffic given the beauty of the architecture and the prestigious fashion brands (think Gucci and Prada) that have store locations inside. The brand selected to sponsor the tree in the Galleria has historically gone to luxury fashion or technology brands, which reflect its status as a global hub of high-end shopping and culture. Each year, their trees become a focal point for tourists and locals alike, sparking conversations and countless photo opportunities.
L'Oréal Paris: A Journey to Enchantment in San Babila
Another location close by the Duomo and the Galleria is Piazza San Babila. Although it is not a location that has the same cache as the aforementioned places, it still is strategically situated for installations.
In fact, L’Oréal Paris is currently leveraging this spot for its "Le Voyage Enchante" (The Enchanted Journey) campaign. I have seen executions across TV and on billboards throughout the city with imagery of all star cast of Italian singer Elodie, Eva Longoria, Ariana Greenblatt, and Carloz Sanz in a luxurious Parisian hotel setting during the Holidays. The message is clear: L'Oréal Paris is "The Most Wanted Gift of the Season” with the strategy to position L'Oréal as accessible luxury – you don't need a plane ticket to Paris to experience that high-end feeling.
The Christmas tree serves as another touchpoint to the campaign. It is adorned with gift boxes with inscriptions of the campaign name and a sign encouraging visitors to "discover the most desired presents of the holidays.
While the activation was aesthetically pleasing and incorporated some elements of the campaign into the decor, there is room for even deeper engagement. Here are some ideas of how this could have been achieved:
Character Imagery: Incorporating imagery of Elodie, Eva Longoria, and the other campaign stars directly onto the tree would not only serve as a way to humanize the brand but also creates an immediate, recognizable link between the physical installation and the powerful ad campaign.
Interactive QR Codes: QR codes could have been placed on some of the gift boxes, giving onlookers the opportunity, when scanned, to:
Unlock an immersive, short AR experience that brings the luxury of the Parisian hotel backdrop directly to the user's phone.
See L’Oreal’s “Most Wanted Gifts" by means of a product page with must have items
These additions could transform a beautiful yet static display into an active, memorable, and measurable point of engagement, truly bringing "Le Voyage Enchante" to life for every passerby.
Milan's sponsored Christmas trees are more than just pretty decorations; they're a testament to the city's resilience, creativity, and clever public-private partnerships. They illuminate the streets, foster community spirit, and provide brands with a unique, highly visible platform to connect with their audience during the most wonderful time of the year. However, for brands, there is an opportunity with a little strategic thinking to push the envelope even more and make these trees a powerful campaign extension.