Case Studies - Film

 

Universal Pictures International

Les Miserables

MARKETS

Brazil, South Korea, Belgium, Italy, Spain and Netherlands

 

CAMPAIGN STRATEGY

For the global launch of the much anticipated musical LES MISERABLES, Metro’s Global Sales Team worked closely with Universal Pictures to produce an integrated promotional campaign across 6 countries in Europe, LatAm and Asia: Belgium, Italy, Netherlands, Spain, Brazil and South Korea.

 

The first wave of activity which ran prior to release in each country was made up of front cover flashes, full pages and half pages as well as online banner activity was also designed to promote a reader competition. One lucky winner from each market had the opportunity to win the most fantastic prize! A trip to London to the global premiere of LES MISERABLES on December 5th, 2012.

 

The second wave of activity which ran on the week of release was an exclusive interview with one of the movie’s biggest stars, Hugh Jackman. Metro’s West Coast movie correspondent flew to New York to interview Mr Jackman with the subsequent interview running in all markets just before the opening of the movie.

 

The interview activity was supported with front cover flashes, full page and half page advertising in-paper, as well as online activity. In Spain a P1&2 cover wrap ran 3 days prior to release.