Magazine article Marketing

Dome's 'Amazing' Ad Appeals 10 Public's Sense of Wonder

Magazine article Marketing

Dome's 'Amazing' Ad Appeals 10 Public's Sense of Wonder

Article excerpt

Bad press making it tough for Millennium Dome ad to convert recall figures into visitors.

The ad showcasing the Millennium Dome Exhibition is doing well in terms of awareness, even if it has yet to convert that success into visitor numbers. The 30-second ad, through M&C Saatchi, enters Adwatch at number 13, with a 62% recall.

The ad opens with a shot of a small boy looking at the Dome from the outside. We are then transported inside, and treated to a whirlwind display of some of the sights we can expect to see there, including the much-hyped Body Zone, and acrobatic dance performances. The boy stands in amazement, his mouth open. The ad closes with a view of the Dome at dusk, as the voiceover delivers the strapline, 'The Dome -- One Amazing Day'.

Tim Duffy, managing director at M&C Saatchi, says: "You can't really do justice to the Dome in a 30-second commercial. What we have done is opened its doors and tried to convey a sense of what the experience of being there is like. We're not just targeting children-the little boy is symbolic of all people in Britain. …

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