Total and STA link ads to The Beach

Total Media is cashing in on the hype surrounding The Beach with a cinema advertising campaign for STA Travel aimed at aspiring independent travellers.

Total Media is cashing in on the hype surrounding The Beach with a

cinema advertising campaign for STA Travel aimed at aspiring independent

travellers.



The agency has bought ad slots from Carlton Screen Advertising. The

commercial will run in 122 cinemas in areas with a heavy population of

students and young people. STA is aiming the ad at 16- to

26-year-olds.



The 40-second ad - entitled ’don’t leave it til later’ - will also run

on 150 Pearl & Dean screens across the UK for a period of one week. This

will coincide with The Beach’s nationwide release, and aims to get the

message over to the wider population.



STA’s marketing manager Dawn Howell described Alex Garland’s

best-selling novel, on which the film is based, as ’a cult book for our

target market’.



’Total Media is running exactly the right type of campaign,’ she said.

’It’s ideal for our target market of young independent travellers under

the age of 26. The scenery in the film is visually stunning and will

inspire people to visit Thailand and to travel generally.’



Total Media’s STA account team consists of account manager Pippa Hooker,

account director Annie Lambert and two buyers: Dennis Perks and Andrew

Niven.



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