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Favourite Films

Details

Client: Cineworld
Date: February 2018

Project overview

72Point supported Cineworld in February 2018 with a radio campaign.

Summary

Cineworld were promoting their Unlimited card with a story on what makes a perfect film. The story, which was research based,  contained many regional statistics which helped promote the story across regional broadcasters, all located close to a Cineworld cinema. The campaign was a great success, with 15 opportunities and a total reach of over 4 million listeners.

The Project

We were tasked with securing radio interviews for Cineworld Head of Film, Stuart Crane, alongside the comedian, Rachel Parris, on 28th February 2018. Research was conducted by OnePoll with 2000 people asked which elements are needed to create what they consider a perfect film. Statistics varied all over the country, which meant a  wide range of different stations all over the UK were interested in running the story.

What we did

We created a broadcast pitch from the research, picking out the best headlines and story angles for radio.   We drafted tailored releases from the research data for 12 regions in the UK, pulling out the 5 top line regional stats.  

Challenges

Broadcasters perceive stories from well-known brands such as Cineworld to be commercial.   Having a third party spokesperson helped and the fact she was a comedian gave a suitably light feel to the interviews.   

The Outcome

We secured 15 total radio opportunities, including global station BFBS, national station RNIB Connect and 13 other regional stations all over the UK, including Scotland and the Channel Islands. The combined reach figure for all of these stations was 4,022,000.