Mason Williams Communications has strengthened its family and toy credentials by being appointed to deliver a national PR campaign for The Elf on the Shelf: A Christmas Tradition.

The Elf on the Shelf: A Christmas Tradition is a special scout elf, sent from the North Pole to help Santa manage his nice list. In the run up to the festive season, families can adopt a scout elf, from adoption centres across the UK and Ireland; once home and named the scout elf receives its Christmas magic, meaning he or she can fly to the North Pole each night to report back to Santa Claus on all of the day’s activities. Each morning, Santa’s elf will return to the family home, landing in a different place.

Mason Williams, which celebrates its 30th year in business this year, will partner with the award-winning American company CCA and B, LLC, home of the best-selling Christmas tradition The Elf on the Shelf®, to communicate its brand story and values, and connect with the national consumer media on its line of award-winning books, new product launches and activities; designed to give children a glimpse into the magical world of the North Pole.

Speaking of the account win, Senior Account Director, Joanne Greer said, “The Elf on the Shelf win is great for Mason Williams, it reinforces our expertise in the family and toy sector. It’s also an exciting brand to be working with – a family run business with an inspiring story and some fantastic new product launches for 2016.”

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