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The Sorcerer's Apprentice
Release date: Out Now
Est. admissions: 1,530,000
Main audience: BlockBuster
The Sorcerer's Apprentice
Release date: Out Now
Est. admissions: 1,530,000
Main audience: BlockBuster
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Royal Caribbean Cruises


Planning Agency: AMS Media Group Ltd
Campaign Dates: 1 December 2009
Target Market: 18-65 ABC1
Objectives: Sample & Methodology: Test: All respondents were recruited in the cinema foyer and telephoned within 24hrs
  • Wave 1 = 153 interviews with 18-65 ABC1 (60/40 female bias)
  • Wave 2 = 151 interviews with 18-65 ABC1 (60/40 female bias)
  • Control: 100 respondents recruited on street in the area to the cinemas for each wave
    Objectives:
  • Monitor Spontaneous and Prompted brand awareness
  • To test immediate and prompted recall of ad over and above heavyweight TV campaign
  • To find out attitudes/message take out towards Royal Caribbean Cruises
  • To identify whether seeing cinema ad has encouraged future consideration of RCC
  • To monitor the unique audience that is provided through cinema as opposed to other media
  • To understand what cinema has contributed to the key advertising objectives
  • Results:
  • Cinema pushed the Royal Caribbean brand to front of mind by wave 2 and increased spontaneous brand recall by 33%
  • Longevity ensured that RCC stood out amongst all competitors in terms of ad recall, despite heavy TV spend
  • Cinemagoers could recall higher levels of detail from the ad which in turn aided the understanding of the main message
  • Placing the ad on cinema ensured that respondents were 42% more likely to definitely agree and 114% probably agree on considering booking a cruise holiday with Royal Caribbean Cruises in the future


  • Royal Caribbean Cruises