On the road to enchantment
Enchanted, a Walt Disney motion picture classic, had a high profile on Primedia Outdoor billboards to strengthen its above-the-line advertising campaign in time for its Ster-Kinekor launch on December 21.
The month-long national outdoor campaign commenced December 6 and was featured on 50 of Primedia Outdoor's prominent bus shelter sites in Cape Town (12), Durban (15), Johannesburg (13) and Pretoria (10). Ster Kinekor also maximised the use of two Primedia Outdoor Prime Lite sites in Johannesburg. "Ster-Kinekor reinforced Enchanted's audience draw by leveraging carefully selected billboards," says Mark Mac Donnell, the billboard company's sales and marketing executive.
Starring Patrick Dempsey, Amy Adams, Susan Sarandon and James Marsden, Enchanted is the ideal family feature. "Ster-Kinekor aimed to make the film the number one family choice over the holiday season. What better way is there to do this than to strategically position its outdoor campaign on selected routes in Randburg, Cresta, Johannesburg and Sandton, where the film's target audience was sure to take note of the impactful creative," Mac Donnell adds.
