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Enchanted, a Walt Disney motion picture classic, had a high profile on Primedia Outdoor billboards to strengthen its above-the-line advertising campaign in time for its Ster-Kinekor launch on December 21.

The month-long national outdoor campaign commenced December 6 and was featured on fifty of Primedia Outdoor's prominent bus shelter sites in Cape Town (12), Durban (15), Johannesburg (13) and Pretoria (10). Ster Kinekor also maximised the use of two Primedia Outdoor Prime Lite sites in Johannesburg. "Ster-Kinekor reinforced Enchanted's audience draw by leveraging carefully selected billboards," says Mark Mac Donnell, Primedia Outdoor's Sales and Marketing Executive.

Starring Patrick Dempsey, Amy Adams, Susan Sarandon and James Marsden, Enchanted is the ideal family festive feature. "Ster-Kinekor aimed to make Enchanted the number one family choice over the holiday season. What better way is there to do this than to strategically position its outdoor campaign on selected routes in Randburg, Cresta, Johannesburg and Sandton, where Enchanted's target audience was sure to take note of the impactful creative," Mac Donnell adds.

The enchanted 'brand' did its research and the outdoor advertising campaign used a carefully identified 'window period' to create an awareness of the film prior to release. The artwork captivated the audience and fitted in well with the bus shelter promotion also purchased by Ster-Kinekor to motivate audiences.

Mac Donnell explains, "Combined into one promotion, these dynamic media allow visual exposure of the film's characters and their alter egos. Coupled with busier festive season commuter routes, another Walt Disney box office hit is on the cards."