Planning Agency:	Media Edge CIA
Campaign Dates:	November and December 2002
Target Market:	ABC1 Men aged 25 - 54 years
Sample:	Test - Exposed to cinema and TV ad Control - Exposed to TV ad only

Objectives:

• To investigate the effectiveness of showing a United Airlines ad in a cinema environment.

Results:

• Impact of the cinema advert was shown to be high: 73% of cinemagoers recalled the commercial compared to 38% in the control group.
• The advert evoked stronger reactions in cinemagoers, 62% enjoyed it compared to 43% in the control group.
• Purchase propensity was higher in the cinema group, 69% said they were likely to fly to the USA in the next two years compared to 54% in the control group.

Likely to fly to the US in the next 2 years

United Airlines Advertising Recall