Planning Agency:	Mediacom (Scotland)
Campaign Dates:	September 2004 - March 2005
Target Market:	ABC1 25 - 54 years
Sample:	Test - Exposed to cinema and TV ad Control - Exposed to the TV ad only

Objectives:

• To increase the number of visitors to Scotland

Results:

• Respondents exposed to the cinema ad were twice as likely to remember it, demonstrating the power of cinema in aiding recall.
• Media attribution was strong, the cinemagoers remembered the ad from the big screen.
• Cinemaogers were far more likely to be able to describe the ad correctly, 1 out of every 3 remembered the ‘attractive lady walking', compared to none in the control group.
• The creative was well received by both the test and control groups, most scores were well above average.
• Attitudes and perceptions of Scotland were extremely favourable, with cinemagoers outperforming the control group in some instances. For example when asked to what extent respondents agreed with the statement ‘Scotland is perfect for a winter break', cinemagoers, on average scored 4.16 whereas the control group scored 3.85 (this was using a 5 point scale where 5 was agree strongly and 1 was disagree strongly).
• Propensity to visit Scotland in the near future was higher amongst the cinemagoers, demonstrating that the cinema ad was ultimately more effective in helping Visit Scotland to achieve their business objective.
  

Recall of advertising

Likelihood of visiting Scotland