Ster Kinekor has partnered with TLC, Primedia Unlimited’s washroom advertising specialist, to gain the maximum exposure for four of its movies which will screen at Cinema Nouveaus over the next three months.

According to TLC’s Brett Tucker, Ster Kinekor’s awareness campaign for the movies Away We Go, The Cove, Bright Star and Last Station will see the creative for each movie prominently displayed on TLC’s Mirror Media, in six Cinema Nouveaus, as each film is launched.

“The creative for each movie will be rotated across the six Cinema Nouveau’s as they hit the big screen, capturing consumers’ attention and creating a demand to watch each movie,” says Tucker.

Whilst Away We Go, directed by award-winning Sam Mendes, explores the comedic twists and emotional turns in one couple’s journey across contemporary America, The Cove sets the scene in Taiji, Japan, where former dolphin trainer Ric O’Barry has come to set things right after a long search for redemption.

Bright Star is set in London in 1818 when a secret love affair begins between 23-year-old English poet, John Keats, and the girl next door, Fanny Brawne, an outspoken student of fashion.

Last Station follows the journey of the Countess Sofya, Leo Tolstoy’s devoted wife, who suddenly finds her entire world turned upside down. In the name of his newly created religion, the great Russian novelist has renounced his noble title, his property and even his family in favour of poverty, vegetarianism and even celibacy, after she’s born him thirteen children!

“As can be seen from the different movie titles and themes, TLC is able to target a wide viewer audience with its eye-catching Mirror Media. What’s more, washroom foot traffic in the cinema environment is massive, enabling advertising messages to reach consumers before and after they watch a movie,” Tucker concludes.

For more information about TLC, visit www.primedia-unlimited.co.za 

TLC DNA
The Letter Corporation introduced the concept of washroom advertising to the South African market in 1996, and has since become the sole player in this media arena. Maximising the element of surprise, The Letter Corporation brings brands closer to their consumers through communications that captivate and entertain.

Issued on behalf of:                       TLC
                                                       Brett Tucker
                                                       National Sales Manager
                                                       T: +27 11 562 6666

Prepared by:                                  Owlhurst Communications
                                                       Charlene Dennis
                                                       Account Director