Pearl & Dean - The Greatest Name in Cinema Advertising

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Planning Agency:	Phd
Campaign Dates:	21 st September – 4 th October 2007
Target Market:	ABC1 35yrs+
Sample:	Test – exposed to cinema ad Control – not exposed to cinema ad

To raise awareness of the North West as a cultural destination and encourage people to visit it. The North West Development Agency (NWDA) used the Silver Spot at independent cinemas.

Spontaneous recall of the ad was excellent at 22%. Overall almost 6 out of 10 people recalled the ad.
The main message of the ad was understood, 1 in 3 said it was ‘visit the area'
Attitudes towards the ad were extremely favourable, 7 out of 10 respondents agreed that they could ‘identify with what it was saying and showing' and 65% agreed that it ‘made its points in a clever way'
Perceptions of the North West were much more favourable amongst those exposed to the cinema advertising, for example 71% of the cinema group agreed the North West was ‘culturally rich' compared to 49% in the control group
Consideration improved amongst those exposed to the cinema advertising – 22% of cinemagoers agreed they would definitely consider the North West as a cultural destination compared to only 17% in the control group. Furthermore the cinemagoers were much more likely to definitely recommend the North West to others (21% in cinema group versus 11% in control group).
Using the silver spot in independent cinemas proved to be a perfect environment for the NWDA to promote the North West as a cultural destination.

Likelihood of considering the North West as a cultural destination