This marketing campaign summary outlines a plan to promote an upcoming ghost story film called "The Woman in Black" starring Daniel Radcliffe. The campaign will target fans of the original book and play, as well as fans of supernatural thrillers and Radcliffe's work in Harry Potter. It will utilize social media outreach early on, followed by two teaser campaigns leading up to the Halloween and January/February release windows. The full marketing push will include trailers, advertising, press coverage, and publicity around the London premiere to build excitement and position Radcliffe outside of Harry Potter before the February film release.

1. MARKETING CAMPAIGN

2. 3 Questions…
1. What is it?

3. Positioning
A classic ghost story for all ages;
delivering chills and thrills in abundance.

4. 3 Questions…
2. Who is it for?

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

9. 3 Questions…
3. How and when will we reach them?

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

11. Trailers
•
UK Teaser trailer:
http://www.youtube.com/watch?v=cSHEYVGaWok
• Main trailer:
http://www.youtube.com/watch?v=dPYMUnJGURI

12. Teaser campaign

13. Halloween competition

15. Main Campaign

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.

17. Winning over young adults
Taking it broader

18. TV

19. TV Creative

20. 6 Sheet

21. Large Format

22. Large Format

23. Press

24. Radio

25. Online

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

27. Publicity Campaign

28. World Premiere

29. Book Activity

31. School Activity

32. The Play

33. Online Campaign

34. Social Media
Social Media

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…?

36. Thank You