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| Author | DCM |
| Categories | News |
The under pressure motor industry is jumping on the coat tails of cinemas current resurgence, heavily promoting their latest models as part of a concerted effort to drive sales of new cars in the UK.
2009’s impressive cinema attendance figures are proving persuasive, prompting under fire motor marques to push their latest brand ethos and models to captivated cinema audiences.
BMW, Volkswagen, Honda, Renault and Lexus are just some of the world’s most famous car brands that have sought deals with Digital Cinema Media, the market leader in UK cinema advertising.
BMW launched a six month campaign in August pushing The Story of Joy, its first cinema campaign in two years promoting the BMW brand rather than any specific model.
Volkswagen has this month kicked off its Polo’s Timeless Film Festival targeting women, and Honda earlier this year pushed its eco credentials with a cinema campaign extolling the virtues of its new Insight model.
Honda are to make their second screen appearance this year promoting their Civic brand.
French car manufacturer Renault is to embark on its first cinema campaign this year taking the Silver Spot to build awareness of its Scenic model through an association with Pixars latest animation Up that is showing in 3D in certain cinemas. Japanese car maker Nissan has also chosen to embark on some on screen activity this year.
Fleur Castell, head of marketing at DCM said: “To have such a strong group of car brands all turning to cinema in this economic climate is testament to the power of the big screen”.