NEWS: UCI and Gold Blend to woo Euro 96 ‘widows’

McCann-Erickson, which has spent the past four months encouraging women to watch soccer, is mounting a new campaign to get those who find Euro 96 a turn-off to visit the cinema instead.

McCann-Erickson, which has spent the past four months encouraging women

to watch soccer, is mounting a new campaign to get those who find Euro

96 a turn-off to visit the cinema instead.



While one of the agency’s clients, the Football Association, has been

trying to persuade women to buy tickets for this month’s European

championships, UCI, another client, is worried about the effect of the

football extravaganza on cinema ticket sales.



As a result, McCanns has linked UCI with another of its clients, Nestle,

in a joint promotion offering consumers the chance to exchange wrappers

from jars of Gold Blend coffee for free cinema tickets.



The ads, which will run in national and regional newspapers, offer the

chance to watch a series of romantic films on dates when some of the

most important Euro 96 matches are being played.



Anouk Figeac, the account manager on Gold Blend at McCanns, said: ‘I

don’t think anyone at the FA would regard this as a conflict. There is a

very clear audience for those who are tempted to watch live soccer and

those who wouldn’t go within range of a football ground for any match,

regardless of who is playing.’



Separately, a CIA Medianetwork study has suggested that Euro 96 could

help ITV reverse its audience decline and add an extra pounds 7 million

to its coffers in June.



CIA expects the England matches to attract more than eight million

viewers with audiences growing to 13 million for an England quarter-

final and jumping to 20 million if England makes it through to the

final.