| Advertiser | Cross Country |
|---|---|
| Sector | Travel & Tourism |
| Buying route | Film Packs |
| Audience | Adults |
| Media Agency: | UM Central |
| Copy Length: | 30" & 60" |
Background
CrossCountry and cinema forged a powerful partnership, defying impersonal advertising prevalent in the rail industry. Cinema was chosen in order to amplify the ‘Take Us On Your Journey’ brand messaging. Cinema was strategically chosen for the launch because it provides the time and memorability for audiences to truly connect with the CrossCountry story.
Plan
The campaign featured both 60” and 30” length copies, to blend maximum reach and storytelling impact.
CrossCountry bought into film packs for some of the year’s biggest releases; Deadpool & Wolverine, Gladiator II and Wicked, to make most of the scale and buzz surrounding these blockbuster releases.
Results
By leveraging cinema to build brand awareness, drive consideration, and foster emotional connections, CrossCountry achieved remarkable results.
- Delivered ROI: Econometric data identified that ROI for cinema alone came to a strong £7.90 for CrossCountry.
- Encourage sustained activity: The impact on brand awareness encouraged CrossCountry to extend the campaign from the initial 3-month period to 5 months overall.