Creating a campaign people return to every year.
Mortons Funeral Directors has been serving families across the region for generations, placing community at the heart of everything it does. Alongside our ongoing marketing support, we partner with the team each year to deliver the Tree of Light campaign — an annual initiative that gives people the opportunity to remember loved ones while raising awareness of the support Mortons provides throughout the community.
Working together year after year, we have developed the campaign into a recognisable and anticipated local event through campaign strategy, branding, digital marketing, content creation, video production and event support.
Challenge
Tree of Light is more than a seasonal campaign. It is an opportunity to create meaningful connections with the local community while reinforcing the compassionate values that define the Mortons brand. As the campaign evolved, it needed a consistent identity, engaging content and a joined-up communications strategy that could reach audiences across multiple digital and offline channels.
The challenge wasn't simply to promote an event. It was to create an annual campaign that people would recognise, engage with and look forward to, while supporting the wider brand and strengthening Mortons' presence within the communities it serves.
Approach
Each year we work alongside the Mortons team to plan, develop and deliver every stage of the campaign. Beginning with campaign strategy and creative planning, we create a distinctive visual identity that can be applied consistently across digital, print and event materials.
From there we produce a wide range of campaign assets, including the campaign branding, microsite design and development, email marketing, social media content, promotional video production and event communications. By managing the campaign across multiple touchpoints, we ensure every element works together to create a seamless experience for participants while reinforcing the Mortons brand.
Because we have delivered the campaign over multiple years, we are able to build on previous successes, refine the approach and continually develop new ideas that keep the campaign fresh while maintaining its recognisable identity.
Outcome
Tree of Light has become an established annual campaign that strengthens Mortons' relationship with the local community while increasing awareness of the organisation and its services. The combination of thoughtful storytelling, consistent branding and integrated digital marketing has helped create a campaign that resonates emotionally while delivering lasting value for the business.
The campaign now provides Mortons with a strong platform to engage audiences each year, reinforce its reputation within the community and demonstrate its commitment to supporting local families beyond the services it provides.
What we delivered
- Campaign Strategy
- Campaign Branding
- Creative Direction
- Microsite Design & Development
- Email Marketing
- Social Media Strategy & Content
- Video Production
- Event Marketing
- Content Creation
- Ongoing Campaign Management
Capabilities
This project combined campaign strategy, branding, website design, digital marketing, video production and event communications to create a memorable annual campaign that strengthens community engagement, builds brand awareness and delivers long-term value year after year.
The bigger picture.
The most successful campaigns don't simply raise awareness. They become part of the communities they serve. Consistency, creativity and long-term thinking helped transform Tree of Light into something people look forward to year after year.