From the iconic director of Titanic, James Cameron, Avatar is one of the biggest movie releases of 2009. The epic nature of the film and the unique 3D technology involved will change the face of cinema forever, according to the producers.
The campaign positions Avatar as the biggest movie event of the year, and will run in three phases through a combination of commercial and editorial support across a number of Bauer Media magazines, radio stations TV channels and websites.
The deal will play out across multi-platform brands including heat, Grazia, Magic, Kiss, the Big City Network, 4Music, Kerrang, The Box and Q. The campaign was created and brokered between 20th Century Fox, Vizeum and Bauer Media's Brand Solutions team.
The activity kicks off on 23 November and - in a first for Bauer Media - will promote the full 3min 20" trailer to encourage consumers to view in order to win tickets to the Worldwide Premiere in London on December the 10th. Bauer Media TV also have commercial broadcast exclusivity and will be showing the full trailer across their music portfolio.
The campaign then moves on to support the Premiere with exclusive coverage and ticket giveaways to the red carpet event. The final activity picks up the momentum post-Premiere with radio promotions, online takeovers and press advertorials all driving to the release date of December 17th.
Jennifer Tang, Head of Media Promotions at 20th Century Fox, commented: "Bauer Media rose to the challenge of a very difficult brief for Avatar by developing inventive promotional ideas integrated with great editorial. Bauer Media listened to our needs and worked closely with us to find engaging solutions within their great mix of brands. It’s an exciting partnership and the collaborative nature of the process is one that we will certainly look to replicate in the future.”
Krissie Ford - Head of Film in Bauer Media's Brand Solutions team, added: “This is a truly integrated commercial and editorial promotional campaign and the result of a close working relationship and a continual dialogue with 20th Century Fox and Vizeum.
“Awareness of Avatar was expected to be strong among the young male cinema going audience so 20th Century Fox looked to Bauer Media to reach a wider audience, including females. I know that our unrivalled portfolio of brands with their unique connection with consumers will deliver a successful campaign."
