Carlton Screen launches cinema marketing drive

LONDON - Carlton Screen Advertising is to launch a marketing campaign to promote the benefits of the captive nature of cinema advertising on audiences.

Created by Love, the campaign aims to remind the ad industry that cinema can stand against the tide of interruption that other advertising channels bring, because cinema-goers can not avoid ads. It targets media planners, advertisers and account handlers.

Carlton uses an altered version of a Guinness tagline, which reads "Good things come to those who... hold on, that's my mobile", part of a wider strapline for the campaign "All of the attraction, none of the distraction".

The campaign will involve online, trade press, cinema, six-sheet and washroom poster ads, direct mail and B2B emails, as well as a presence on Carlton Screen Advertising's website and on-screen digital slides in cinema.

Fleur Castell, marketing controller at Carlton Screen Advertising, said: "The first phase of our marketing campaign, using existing advertising icons, is designed to refresh understanding of cinema's unique offering in today's environment."

Media booked to launch the first phase of the campaign includes a Brand Republic email banner ad, as well as full-page placements in sister Haymarket publications Marketing and Campaign this month.

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