Carlton To Launch Campaign To Promote Cinema Advertising
Carlton Screen Advertising is launching a new marketing campaign to promote cinema advertising, in an attempt to remind the media industry that cinema ads stand up against other mediums.
The campaign, which arose after talking with media planners about consumers’ growing media multi-tasking habits, will focus on the premise that cinema-goers are fully engaged and less likely to avoid ads.
Beginning on Monday, the first phase of the campaign will run for six consecutive weeks before the second phase picks up in January 2007 for a further two months.
The campaign will involve online, trade press, cinema six-sheet and washroom poster advertisements, direct mail and B2B emails as well as a presence on Carlton Screen Advertising’s website and on-screen digital slides in cinema. Additionally, ambient media will be used in advertising agencies around London.
The extensive campaign aims to promote cinema as a truly competitive and comparable advertising medium, targeting media planners, advertisers and account handlers with the message of cinema’s USP as the sole uninterrupted medium.
By using this strategy, Carlton Screen Advertising expects that a new relevance to include cinema in media plans will be communicated strongly to the audience, aiding the company’s sales directive.
The creative’s tagline “All of the attraction, none of the distraction” expresses the belief that cinema offers advertisers the rare opportunity to have a captivated audience fully focussed on the branding message and not distracted by any other media.
To emphasise this point and connect with the reader, Carlton Screen Advertising has used Guinness’ tagline and iconography to exemplify advertising messages being interrupted by modern-day distractions. “Good things come to those who… hold on, that’s my mobile” against the recognisable Guinness surge will be used in Carlton Screen Advertising’s first phase of advertising and a similar creative tactic with a new brand icon in the second phase.
Fleur Castell, marketing controller, Carlton Screen Advertising, said: “Recent feedback from media planners showed cinema’s traditional USPs of a uniquely engaged and attentive audience had become much more pertinent in today’s distracted, multi-tasking environment. The first phase of our marketing campaign, using existing advertising icons, is designed to bring this to life and refresh understanding of cinema’s unique offering in today’s environment.”
Carlton: 020 7663 6363 www.carlton.com