Shard Lights 2021


Real Estate Management


Corporate PR

BrBringing the nation together for the festive period

In December 2021, Good Relations helped Western Europe’s highest building, The Shard, launch its festive light display – which illuminated the top 20 storeys of the building with dazzling lights that shine out over the capital throughout the festive season.

We worked with the building’s asset manager, REM, to develop a compelling theme around which to design and promote the display.

Our strategy was to use the annual display as an opportunity to develop a stronger narrative for The Shard brand as a beacon for modern London. Following last year’s difficult Christmas period, in which so many were separated from their loved ones, we developed the theme of ‘togetherness’ – positioning the display as a celebration of the chance for families across the nation to once again unite with their loved ones to celebrate the festive season.

Building on the success of our 2020 campaign, which paid tribute to the NHS, we used the display to celebrate the work of the nation’s emergency services. We invited twin sisters working in the London Ambulance Service and London Fire Service, who so often work through the festive period, often at the expense of spending it with their own loved ones, to switch on the display.

The launch was filmed live for the BBC, and delivered over 20 pieces of media coverage. To further extend the reach of the display, we developed a social media campaign that ran until New Year’s Eve, inviting followers to share their own images of the display with the #ShardLights2021 – receiving over 100 entries and driving an engagement rate of 5.1%.

This was a 

Corporate PR 

Project for Real Estate Management

Learn more about Corporate PR

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