Carlton Screen Advertising is launching a new marketing campaign to promote cinema’s strength as the only true single task medium - the first campaign of its kind to promote cinema advertising.
The premise arose after talking with media planners on consumers’ growing media multi-tasking habits, as the internet and mobile phone are more prevalent in their lives; a constant distraction in daily activities.
Carlton Screen Advertising aims to remind the ad industry that cinema can stand against this tide of interruption as cinemagoers are fully engaged and aren’t known to avoid ads.
Beginning on Monday 6 November, 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-month’s activity.
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 is communicated strongly to the audience, aiding the Company’s sales directive.
The creative’s tagline "All of the attraction, none of the distraction" expresses Carlton Screen Advertising’s 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 had the privilege of using Guinness’s 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 commented: "Recent feedback from media planners showed cinema’s traditional USP's 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."
Creative agency Love assisted Carlton Screen Advertising on the "single-task medium" campaign, contributing the big idea on an advertisement’s interruption.
For more information please contact:
Natalie Dorn, PR & Marketing Executive, Carlton Screen Advertising on 020 7534 6224 firstname.lastname@example.org
NOTES TO EDITORS:
Carlton Screen Advertising owned by ITV is the market leader, selling cinema advertising for over 2,500 screens in the UK and the Republic of Ireland. With a market share of 74.5%, CSA holds the contract for market leading exhibitor Odeon, as well as Cineworld, Showcase, & easyCinema.
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