SM Supermalls kicks off 12 Weeks of Christmas

MANILA, Philippines — SM Supermalls launched its Christmas campaign at SM Mall of Asia on Sept. 15, kicking off a 12-week holiday program that will bring Christmas-themed activities to its 91 malls nationwide, the company said.

The “12 Weeks of Iconic Christmas” campaign aims to highlight Christmas traditions associated with SM while introducing new holiday experiences for shoppers, families and communities, according to SM Supermalls.

The nationwide program features Christmas light displays, parades, family gatherings, gift shopping, dining, entertainment and meet-and-greet activities.

Among the highlights cited by the company are the Magical Night of Lights, Magical Drone Show, Grand Magical Christmas Parade and Santa Meet and Greets.

“Christmas at SM has always been about bringing people together,” Joaquin L. San Agustin, executive vice president for marketing at SM Supermalls, said in the statement issued by the company.

“This year, we are celebrating the traditions that generations have grown up with while creating new experiences for families and friends to discover. With 12 Weeks of Iconic Christmas, there is something new to look forward to every time you visit,” San Agustin said.

The launch at SM Mall of Asia marked the start of the succeeding Christmas celebrations across SM Supermalls in Luzon, Visayas and Mindanao, the company said.

Singer Angela Ken, whom SM Supermalls named as the new face of its Christmas campaign, headlined the launch with a performance of the company’s official Christmas jingle, “Celebrate Christmas at SM.”

The Philippine Philharmonic Orchestra joined the presentation of the Christmas anthem.

The launch also featured the Christmas Sparkle AR activation, which allowed guests to capture a digital version of the holiday spectacle through their smartphones.

SM Supermalls said the campaign will continue across SM’s 91 malls, with individual locations staging their own Christmas activities throughout the 12-week period.

SM Supermalls said the campaign invites families, friends and communities to revisit familiar Christmas traditions, create new ones and spend time together during the holiday season.