CineMARK foyer campaign shows Air Madagascar's wild side

The three-phase campaign's objective was to create hype and excitement around, and interest in, Air Madagascar in conjunction with the cinema release of the animated film Madagascar.

The first phase involved a "crate display" in cinema foyers. These crates, just like the ones in which the film's characters are shipped to Madagascar, each accommodated one of the film's characters and served as a base for promoters handing out information flyers about the airline.



The second phase involved the placing of airplane headrests on the headrests of the cinema seats. Moviegoers entering cinemas to watch the film were greeted by branded headrests, just as if they were boarding a plane to Madagascar.



The final phase of the campaign involved handing out informational brochures and flyers to Madagascar audiences on completion of the show, and informing patrons of the competition being run in conjunction with the campaign.



In addition to the attention attracted by the competition, both young and old were excited about looking at the crate displays after watching the movie. Perhaps they were thinking that a trip to Madagascar aboard an Air Madagascar plane would be a bit more comfortable than travelling in a wooden crate like Alex the Lion, Marty the Zebra, Melman the Giraffe and Gloria the Hippo...


[30 Nov 2005 09:26]

Editorial contact
The Lime Envelope
Kerry MacKenzie
011 326 2881


CineMARK's foyer campaign for Air Madagascar showed that cinema advertising isn't all about the big screen.

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