| Advertiser | Virgin Trains |
|---|---|
| Coverage | Bespoke Audience Guaranteed Pack (AGP) |
Background
Having a very specific site footprint of railway stations, Digital Cinema Media (DCM) created a new bespoke Audience Guaranteed Package (AGP) to enable Virgin Trains to get as close as possible to its target audience along its own footprint of railway stations.
Idea
Using Cinemapper, DCM’s proximity planning tool, DCM tracked all Virgin train stations that were within a 20 minute drive time of a DCM cinema. 42 out of 43 Virgin train stations were covered – a 98% reach, with the whole campaign reaching a total of 1.7m DCM admissions. Providing flexibility in this way allowed Virgin Trains to target a relevant audience locally, yet on a national scale.