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The objective of the campaign was to announce that the run of Disney’s The Lion King at the Lyceum Theatre hadbeen extended by a further 12 months.
Times Newspapers were chosen as the solus vehicle to announce this extension.

mechanism
Sunday Times - March 3, 2001A continuous strip on the front and back of main news. This had never been done previously and there had never been an ad that bled into the gutter to
achieve a continuous strip on the front and back of a Sunday Times section. The Times - March 10, 2001 A half page horizontal wraparound on The Times Magazine cover and back cover advertisement. This again was a creative first for Times Newspapers.

delivery

• There was a high total recall of the advertisement in both The Times Magazine (70%) and The Sunday Times (44%), proving that the creative idea stood out.

• 44% of Saturday Times readers and 36% of Sunday Times readers would consider going to see Disney’s The Lion King, proving that the executions appealed to our readers.

• 29% of Times readers and 36% of Sunday Times readers noted that the run of Disney’s The Lion King had been extended by 12 months, proving that the objective of the campaign worked.

If you want to hear more about this or other opportunities please call
Client Sales: 020 7782 7185 email: accountmanagement@newsint.co.uk