We took Santa back to school to learn modern day kids’ trivia and bring back the magic after our research for a shopping centre revealed over 65% families were giving Santa the sack because of grotty grottos and sad Santas.

The big black boot camp was the first Santa school in a shopping centre and was created as a publicity stunt to increase grotto visits and secure media coverage.


  • Live interview on BBC Radio Five Live
  • Daily Express photo story
  • Grotto footfall increased by 30%
  • Reached over 7 million people


Shortlisted – Best Photo Stunt

A smile from the client...

’Santa School’ created a big media splash without celebrity endorsement during a very competitive time for media activity in the retail sector and increased footfall significantly.