Work/Theatrical/Home Entertainment/Games/Youth/Lifestyle/Performance

Swallows and Amazons

A wide release for the film based on the classic, best-selling book by Arthur Ransome, telling the outdoor adventures of two families of children in the Lake District.

The broadcast media campaign delivered on the overall strategy of reverse pester power, by communicating the adventure and spirit of the book, set amongst the breath-taking English countryside. Maximising the reach of the charming AV creative across Television and Digital conveyed the genre and themes, while also delivering impact by accessing key ABC1 parent & grandparent programming on Channel 4. The natural skew of our audience to national key cities and especially London & the South East was reflected in our Outdoor campaign, that ran across premium placements on Rail and Roadside in the weeks leading up to release. Upmarket Newsbrands are the heartland of our audience, where we drove awareness in the weekend supplements, as well as creative placements including a cut-out and make paper hat in The Telegraph. Broadening our campaign outside of our core audience, we used Daily Mail Event to reach the English home counties, along with Time Out for those commuting into the capital. And finally, to ensure we reached the very core of our audience, Kindle Fire offered the opportunity to contextually target those fans of the original book and similar literal adventures!

Delivery

TV, Outdoor, Online, Newsbrands

Client

STUDIOCANAL

Project Team

Tom Parry, Grace Parruca, Tamar Ayres, Alex Davies