 WAR
TITLE SPECIAL EDITIONS
BACKGROUND:
Restored versions of classic war films: BATTLE OF BRITAIN
and A BRIDGE TOO FAR released to commemorate 60th anniversary
of D-Day, our challenge was to generate news and features
for target audience of 35+ yr old males and link with/create
special celebratory events.
MEDIA SKILLS:
cast (including RICHARD ATTENBOROUGH and ELLIOTT GOULD),
crew and real life testimonials scored extensive coverage
in key media.
CREATIVITY:
Activity at established D-Day events: WEST END AT WAR in
Leicester Square. Agency arranged sponsorship of main stage
area which included a huge banner advertising the DVD releases,
onstage competitions, and charity screenings.IMPERIAL WAR
MUSEUM DUXFORD D-DAY AIR SHOW D-Day anniversary air show
attracted over 30,000 spectators and included promos/advertising
in programme, comps during the day DVD PRESENTATION TO 2ND
PARACHUTE REGIMENT veteran presented his old regiment with
DVD on day of release generating regional coverage.
INTEGRATION:
Agency worked closely with media agency to secure week long
promotional activity on CLASSIC FM. Agency sourced once
in a lifetime Tiger Moth flights as daily prizes.
DELIVERABILITY:
Radio, a key media for these titles, generated massive coverage
with reviews and promos on 5 national stations and 25 regionals.
COMMERCIALLY FOCUSSED:
Both DVD releases exceeded first week sales targets –
BATTLE OF BRITAIN especially flew off the shelves! |
