Magazine article Screen International

DCM Offers Localised Cinema Ads

Magazine article Screen International

DCM Offers Localised Cinema Ads

Article excerpt

Ads tailored for local stockists.

UK cinema advertising company Digital Cinema Media (DCM) has struck a deal with Berghaus in what the partners are calling an industry first to deliver localised end frames for a nationwide Berghaus advertisement running in 22 cinemas across the UK.

The digital campaign runs through Nov 1.

The end frames have a tailored local message for each cinema, directing audiences to the nearest stockist for Berghaus outdoor clothing and equipment products.

DCM's digital switchover means it can offer shorter leader times, greater flexibility, the ability to start campaigns any day of the week and the option to change copy.

Caroline Smith, Berghaus Head of Marketing for the UK and Europe, comments: "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. …

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