.png)
Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Pearl & Dean
Project type
Client Brief
Date
2024
Location
London
Details
I worked with cinema advertising agency Pearl & Dean, creating a campaign encouraging consumers to return to the cinema.
We were provided with two objectives to tackle their challenges.
Primary Objective: To encourage people to go to the cinema. If the market size increases, then P&D’s offering to Media Agencies is more attractive.
Secondary Objective: To encourage cinemagoers to choose the cinemas within P&D’s portfolio (boutique, Lux, Independent offerings over the big multiplex chains)
With these objectives in mind, I created the campaign ‘Relax, Recharge, and Reconnect: because your comfort shouldn’t take a backseat to the action’, offering intervals in movies for cinemagoers to top up refreshments and use the facilities. During the campaign, there would also be a promotion of ‘buy 3 tickets and get a 4th free – plus a free drink each’, to incentivise consumers with more value for their money. The intervals would also offer current and prospective B2B clientele of Pearl & Dean more advertising space. These campaigns would help achieve the marketing objectives provided by Pearl & Dean.
