London’s King’s Cross district has unveiled a new brand platform and multichannel summer campaign, ‘Shop Offline’, which is running across out-of-home, digital out-of-home, social, digital and on-site channels. The campaign and platform have been developed in partnership with Elvis, which King’s Cross appointed as lead creative agency for all consumer marketing and brand activity in 2022. 

The campaign is designed to encourage a core audience of independent-minded Londoners and people from the Home Counties to shop at King’s Cross this summer by critiquing the cold, functional world of online shopping and highlighting everything that’s great about shopping at King’s Cross.

In a series of executions, Shop Offline inspires people to embrace the joy of shopping offline, where they can make a day of it at Coal Drops Yard, have fun with friends and get to know some local businesses.

The look-and-feel of the campaign aims to bring the ‘offline’ to life, through analogue style, a hand-drawn font, elements of collage, illustration and photography, of shoppers enjoying the broad range of shops, bars, and restaurants Kings Cross has to offer, by Lou Jasmine. All clothing featured was sourced from King’s Cross retailers.

“We want to promote the diversity of experiences and activities on offer at King’s Cross, giving people reasons to visit us time and again,” said Chrissy Cullen, Place Marketing Director at King’s Cross. “This campaign is all about the joy of a real-life shopping experience at King’s Cross and the human connection it enables – something that can’t be replicated online.”