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Member Center:
Marketing Resource Library

Speakers Can Launch Your Marketing Campaign Out of This World

Author: Administrator Account/Monday, December 04, 2017/Categories: Marketing Library

In 2016, the IMAX Melbourne theater rolled out an integrated marketing campaign featuring former NASA Astronaut Marsha Ivins to promote their release of A Beautiful Planet 3D. The campaign, which won a the GSCA award for Best Film Launch by a Theater, resulted in their most successful three-month period for a documentary film in three and a half years.

At the GSCA Conference in 2015, former NASA Astronaut Marsha Ivins gave an impressive presentation of the development of the film. Theater staff approached Ivins and IMAX at the conference and secured a commitment from her to go to Melbourne to promote the opening of A Beautiful Planet 3D. NOTE: This is a perfect example of how important networking can be at GSCA conferences.

Melbourne built their campaign to strategically leverage every moment Ivins was in Melbourne. First, the film premiered at the Melbourne International Film Festival, followed by a media blitz and events with Ivins as the talent. A comprehensive digital, print, and outdoor advertising campaign supported the promotion. Ivins was interviewed 31 times in five days, spoke at three of nine special event screenings, met with numerous young children with NASA ambitions and patiently signed hundreds of autographs. What ensued was an extremely successful campaign inclusive of national TV, radio and print coverage with a total audience reach in excess of 3.4 million, a social media reach in excess of 764,000 and nine sold-out event screenings.

Click here to download the presentation summary of IMAX Melbourne’s GSCA 2017 Best Film Launch by a Theater Award winning campaign.

 

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