Berghaus has launched its first ever national cinema ad, tailored to each region with local messaging.
Part of the Live for Adventure brand positioning, established in 2011, the ad concludes with several different end frames, targeted at specific local areas, directing cinemagoers to their nearest Berghaus stockists.
“When we first launched our Live for Adventure creative, we made it clear that this was going to be a sustained campaign and we’re living up to that promise. We continue to make a significant investment to keep the profile of the brand high and boost its appeal, and this major initiative will play a key role in doing that this autumn,” said Caroline Smith, Berghaus head of marketing for the UK and Europe.
“The Digital Cinema Media [DCM] campaign will reach many thousands of people and we believe that it will encourage cinemagoers to visit Blacks stores and other Berghaus retailers, leading to an uplift in sales.”
The ad will run in 22 different sites across the UK, before all films, from 18 October to 31 October.
The deal for screen time was handled by DCM and Media-Link with Media Shop.