The venue in question is hosting an international music award ceremony, the first of its kind in Liverpool. Which is incredible news for; not only the venue and the city, but the entire region. Such a gathering of bright international stars has never previously been held in the North West. So did said venue plug those stars? Not a bar of it, no pun intended.
Instead, they chose to open by drawing our attention to a flyer advertising their Christmas offer. A well- thought-out promotion to ensure that companies of all sizes can throw a Christmas party this year.
Momentarily, I sat aghast that the company in question would neglect to advertise one of the most noteworthy events in their history before, let's be honest, turkey and paper hats, a great big drunken cavalcade of hot gossip and cheeky snogging, a few tears and taxis home. Then it struck me that for so many of us in retail, in events, in service, Christmas is still one of, if not the most, profitable times of our year.
Despite all the reports over the last few years of Christmas spend being down on the previous year, what we've all neglected to publicise is that despite being down a little in the profit stakes, Christmas still happens. It still means more spend than at any other time in our commercial year.
People are buying less, it's true, but they are buying, Christmas is still vital, and with the economy the way that it is, it's now even more important to recognise this and plan ahead and make the most out of Christmas, 2010. There may not be as much revenue to get, therefore we have to do our utmost as businesses to go out and get it.
While the World Cup is fresh in our memories, while we're all rushing to grab charcoal, and fire-lighters, Pimms, sausages, burgers and Hispanic lager, Toys R Us, among other multinationals, is currently making its predictions for the Top 10 sellers for Christmas. Consumers have been putting away since January in Christmas clubs that are now more popular than ever. The Christmas pudding may be a little less rich, but we must plan, promote and brand build now to make sure we get a piece at all. I mean, Jay-Z is all well and good, but he is no match for Santa Claus.
CHRIS EVANS is managing director at Switch Media, in Liverpool.