Cineplex begins Go Big campaign
By Adnews Staff
Cineplex Entertainment of Toronto has begun an advertising campaign intended to illustrate the advantages of seeing a movie in a theatre rather than at home. The goal of the campaign, which uses the tagline “Go Big,” is to encourage Canadians to make movie attendance their first choice for out-of-home entertainment. The effort includes two 15-second television commercials, a 30-second cinema ad, large format billboards in Toronto, outdoor banner ads at theatres nationally, and a print campaign in a number of daily newspapers and magazines. According to the company, the total ad buy for the campaign is approximately $800,000. “You simply can’t beat the experience of watching a movie on a giant screen surrounded by state of the art digital sound,” said Greg Mason, vice-president of marketing and sales at Cineplex. “We believe these ads effectively demonstrate, in an entertaining and humorous way, the obvious differences between staying home to watch a movie and the exceptional experience provided in the theatre.” The campaign was created by Endeavour of Toronto.