8. Campaign objective
•
-
•
the book and the play
Daniel Radcliffe / Harry Potter
-
•
Engage fans of
Supernatural chillers
Sell the spooks , scares and quality of the film
Target a broad audience through advertising, publicity and
promotions
•
Position the film as a block buster
10. Campaign overview
• Social Media outreach – production stage
• Phase 1 teaser campaign - THE KINGS SPEECH DVD
• Phase 2 teaser campaign – HARRY POTTER
• Main cinema campaign – Halloween 2011
• Advertising campaign – January 2012
• Premiere – February 2012
• Film released – Feb 10th 2012
• Sustain advertising – post release
16. Advertising Campaign
Fuel the fear of the Woman In Black across the UK by drawing in existing fans of
Radcliffe and scary movies to her story, before spreading to the masses.
26. Publicity Campaign
• Position Daniel Radcliffe outside of his role in Harry Potter
• Sell the heritage of the film to upmarket audiences
• Media interviews with cast, filmmakers and Susan Hill
• Host Worldwide Premiere in London
35. The Result?
• Bigger than The Muppets on opening weekend
• Record breaking box office result
• Book in Top 10
• DVD out on June 19 th 2012
• THE WOMAN IN BLACK 2…?
