de Winter PR team's creativity helped achieve some fantastic national coverage for client, Golden Square Shopping centre this month. The Daily Express, Radio 5 Live and BCC news to name just a few!

The media team commissioned a nationwide survey which revealed that 63% of mums and dads plan to give traditional grottos a wide berth this Christmas.

The most common criticisms were that the Santa didn't look or sound right, didn't know how to communicate properly with children and didn't know the top toys of the moment.

In a bid to take the grot out of the grotto and put back the magic, we worked with the client to organise a Santa training school at Golden Square.

Over 20 Santas signed up for the training which included tips on how to deal with upset children, the importance of always looking the part and how to deliver the best family experience.

The survey findings and training event attracted coverage across a wide range of national and regional media and is still coming through.

De Winter PR CE Hems de Winter said: "It's a tribute to the team for coming up with a seasonal idea that really appeals to the media and gave the Golden Square brand a massive boost."

Read more at

http://www.bbc.co.uk/news/uk-england-11907921