Modern Fairytale 'Penelope' Launches In UK

Target Media, Posterscope and Ten Nine have launched integrated campaign for the blockbuster film Penelope, distributed by Momentum films across the UK this week. The campaign comprises TV, Press, Radio, Online and Outdoor including a poster campaign in school.
The TV campaign is being aired across the main commercial channels ITV, C4, five as well digital channels SKY, Living, MTV, E4 and ITV2.
The campaign will also run on several children's channels including Nickelodeon, Cartoon Network, and CITV. With a promotion running across Nickelodeon
To ensure the campaign reaches the target audience, media agency Target Media and outdoor agency Posterscope collaborate with Ten Nine, a leading communications provider for responsible messaging in secondary schools and 6th form colleges, to implement six sheet poster panels in nearly 600 schools across the UK.
Press advertisements will be placed in several youth titles in January, Bliss, Sugar, Top of the Pops and Mizz and a 20-second radio advert will be aired both nationally and regionally across a number of stations including Hit40, Fresh 40, Smash Hits, KISS, and Galaxy.
The film, starring Christina Ricci, James McAvoy, Reese Witherspoon and Richard E.Grant, is a modern fairytale of a young girl who is under a curse and has to overcome her looks to find love.
The online campaign comprises a strong presence across portals such as MSN, Hotmail and social networking sites Habbo and Piczo. Lifestyle website MyBliss will run rich media ads, competitions and quizzes and Mykindofplace will feature a two week homepage takeover as well as create a dedicated micro site, featuring games and multimedia content
Naomi White at Target, commented: "This is a great film so in order to capture its target audience we implemented an extensive integrated campaign involving a variety of different media channels.
“To effectively engage with the teenage audience, we supplemented out above the line and digital activity with a poster campaign in schools run by Ten Nine. This offering is proving to be a highly efficient way of targeting this demographic in a responsible and effective way.
Bob Strawbridge, National Sales Manager at Ten Nine, commented: "Working with Momentum films represents another important step into the entertainment arena for us. The campaign for Penelope portrays the fun and entertaining side of the film whilst also highlighting the underlying issue around beauty being skin deep, an important message for the youth market."
(DS)