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