Myer Christmas Windows: A Timeless Example of Content Marketing
The festive season in Australia wouldn’t be complete without the iconic Myer Christmas Windows in Bourke Street, Melbourne. Every year, millions of visitor’s flock to Myer’s Christmas windows to witness, a tradition that’s been enchanting audiences since 1956 when the Myer Christmas windows were first launched. Aside from being a Christmas attraction, these windows are a great example of storytelling and content marketing.
The History and Magic of the Myer Christmas Windows
For over 60 years, Myer, one of Australia’s leading department store chains, has been delighting the public with its annual Christmas windows. Located at Myer’s flagship store on Bourke Street, Melbourne, the windows feature a combination of handcrafted displays, animated figurines, and vibrant lighting. Each year tells a different festive story, often inspired by well-known children’s tales, fairytales, or Christmas traditions.
The unveiling of the windows is a much-anticipated event, drawing crowds from all over Australia, with families, children, and tourists gathering to take in the holiday cheer. The event usually kicks off in November and runs through Christmas, and it has become an integral part of Melbourne’s holiday atmosphere.
But what makes the Myer Christmas windows a compelling marketing tool? How do they function as a form of content marketing? Let’s break it down.
Understanding Content Marketing
Content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract and retain a specific audience. The goal is to engage consumers and build a relationship with them, rather than directly pushing a product or service. Content marketing can come in many forms— a blog, videos, social media posts, podcasts, or, in the case of Myer’s Christmas Windows, experiential content that tells a story through immersive visuals.
What makes the Myer Christmas Windows a wonderful example of content marketing is that they blend storytelling with customer engagement in a way that makes the shopping experience both enjoyable and memorable.
Content Marketing: A New Era of Brand Engagement
Content marketing has become one of the most effective strategies for building brand recognition and engaging customers for every type of business. At its core, content marketing involves creating valuable, relevant, and consistent content to attract and retain a target audience. In the case of the Myer Christmas Windows, the display itself serves as the content — but the strategy behind it has evolved into something much more multifaceted which consists of six core steps.
1. Storytelling Through Visual Content
At the heart of the Myer Christmas Windows is storytelling. Each year, the windows feature a different holiday tale—whether it’s a retelling of the classic Nutcracker or an adventure inspired by The Snowman. The power of storytelling is a key pillar in content marketing, and Myer nails this aspect year after year.
By creating a captivating narrative with visuals, the store is able to engage with its audience on an emotional level. People of all ages are drawn into the stories, sparking nostalgia for those who remember the windows from their childhood, while introducing a new generation of visitors to the magic. The emotional connection that these windows foster is a potent way to build brand loyalty and drive foot traffic into the store.
Additionally, the windows often incorporate interactive elements. Children can press buttons to activate animations or play a musical tune. These interactive features not only enhance the experience but also encourage visitors to spend more time at the store, increasing the likelihood of a purchase.
This strategy aligns with the broader principles of content marketing—increasing engagement and creating a lasting impact.
2. Creating Shareable Content
In the digital age, creating content that people want to share is a vital part of any marketing strategy. The Myer Christmas Windows are designed to be photographed, shared, and discussed on social media, which extends the reach of the campaign beyond those who visit the physical store.
Social media platforms like Instagram, Facebook, and X are rife with festive posts during the holiday season, and the Myer Christmas Windows fit perfectly into this narrative. Whether it’s a beautifully composed photo of a window display or a video of a child’s reaction to the animated figures, the content naturally lends itself to sharing.
Myer’s Christmas Windows tap into the concept of user-generated content (UGC). Visitors capture moments in front of the windows, upload their photos to social media, and tag Myer, creating a wave of organic promotional content that reaches a much wider audience. This type of content marketing not only increases brand visibility but also fosters a sense of community and engagement around the brand.
3. Building Local and National Brand Presence
The Myer Christmas Windows are a long-standing tradition in Melbourne, but they’ve also become a national phenomenon. Tourists from around Australia and the world specifically visit Melbourne to see the windows. This attracts media attention every year, further amplifying Myer’s brand presence both locally and nationally.
In terms of content marketing, this represents a key aspect of brand positioning. By associating the Myer brand with a beloved tradition, the store not only enhances its local visibility but also associates itself with holiday cheer and family values—powerful associations that can drive consumer loyalty. This also speaks to the principle of content as an experience—the windows aren’t just a promotional tool; they are an experience that strengthens Myer’s brand identity as part of the holiday spirit.
4. Leveraging Seasonal Trends
One of the most effective aspects of content marketing is capitalising on trends. The Christmas period is a key seasonal trend for many businesses, and Myer takes full advantage of this with their windows.
The windows create a sense of exclusivity and timeliness—the displays are only available for a limited time, making them a must-see attraction before Christmas. This creates a sense of urgency for both local visitors and tourists. It’s a brilliant strategy for driving foot traffic to the store during a crucial retail period.
Seasonal content marketing also offers opportunities for cross-promotion with other Myer offerings. Shoppers coming to see the windows are often reminded of Myer’s product range, whether it's gifts, clothing, or home decor. This subtle form of content marketing keeps the brand top of mind and gently encourages further purchases.
5. Engagement with Digital Platforms
While the physical windows themselves are the focal point, Myer also uses digital platforms to amplify the impact of the Christmas Windows. The event has its own dedicated website page, complete with a gallery of past windows, behind-the-scenes footage, and information about the current displays. The website not only provides a digital extension of the physical experience but also helps to extend the reach of the campaign to those who may not be able to visit in person.
In addition, Myer promotes the windows across its social media channels, leveraging hashtags like #MyerChristmasWindows to encourage users to share their own experiences. This brings in user-generated content and builds a sense of anticipation each year.
6. Boosting In-Store Traffic and Sales
At its core, the Myer Christmas Windows campaign is a method of driving foot traffic into the store. The experience of seeing the windows often leads to customers spending time inside the store, making purchases, and engaging with other in-store promotions. This mirrors traditional content marketing’s objective: turning engagement into sales.
Additionally, by creating an immersive holiday experience, Myer is not only selling products but selling an experience—one that creates lasting memories for families and helps to solidify the brand's role in their holiday traditions.
Conclusion
Myer has turned a holiday tradition into a powerful marketing tool that drives foot traffic, builds brand loyalty, and strengthens its identity as a community-centric retailer.
For businesses looking to create memorable marketing campaigns, the Myer Christmas Windows provide a perfect case study in how to blend experiential marketing with content creation to drive both engagement and sales.
Whether you’re a large retailer or a small business, the lessons from Myer’s Christmas Windows can help you create campaigns that resonate emotionally with your audience and stand the test of time.
Contact WORD EMPIRE for a complimentary 20-minute content marketing strategy to grow your business.
