| Package | Adult AGP & Family AGP with Personicx Targeting |
|---|---|
| Agency | Mindshare |
| Objective | Encourage visits to National Trust coasts |
| Sector | Travel & Tourism |
| Duration | August – September 2015 |
Background
To celebrate the 50th anniversary of their Neptune Coastline Campaign, the National Trust launched an advert highlighting the beauty of the coast. They wanted to focus on the emotional connection many people have with the coastline.They recognised the valuable audiences that cinema attracts, but sought very specifically ABC1 National Trust coast-lovers. They therefore needed to minimise wastage as much as possible.
How Cinema Helped
By using National Trust’s own TGI code, we were able to identify the ten Personicx types most likely to visit National Trust coasts.•We then mapped these against the DCM estate, identifying the most efficient sites for reaching these audiences in large numbers.
The campaign ended up showing in 139 DCM sites, achieving over 4.8m highly targeted admissions.