| Package | Site by Site (133 Cinemas Nationwide) |
|---|---|
| Creative Agency | Krow Communications |
| How Targeted | Mapped from Virgin Train Stations |
| Sector | Travel and Tourism |
Background
Despite the Virgin Group as a whole being a keen advertiser in cinema, Virgin Trains remained elusive to the big screen.
The geographically specific nature of their business meant that a regional campaign would never effectively target the areas around their stations, and a national campaign would result in a lot of wastage.
How Cinema Helped
Using Cinemapper, we were able to easily identify the sites they needed to reach their core audience around their train stations.
We mapped a 20 minute drive time from 38 train stations, which resulted in them showing in 133 DCM cinemas across the country and being seen by over one million people a week.