Aer Rianta targets cinema viewers

Gavin Lipsith

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The operator aims to increase awareness of Travel Value at Dublin, Cork and Shannon airports by appealing to Irish cinema-goers

Aer Rianta Retail has launched a cinema advertising campaign promoting the Travel Value message in Ireland. The €60,000 ($72,289) campaign will be featured at more than half of Ireland's cinema screens and will be shown before movies including Star Wars Episode III, Batman Returns, Mr & Mrs Smith, and Sin City.

The advertisements, projected over a 30-foot screen, is themed "you can take your time" and features a couple shopping at the airport at a leisurely pace while the world rushes around them. The aim of the commercial is to promote the Travel Value retail brand and to encourage people to arrive early at the airport to shop. The campaign will run for eight weeks until early autumn 2005.

Aer Rianta Retail director Frank O'Connell said: "Irish cinemas provide a unique setting to screen our brand advertisement. This is the first time we have chosen cinema to advertise the Travel Value offering and we are confident that the ads currently being screened in Irish cinemas will lead to a wider awareness of the great choice and value available at Dublin, Cork and Shannon airports." 

The cinema campaign follows earlier adverts from Aer Rianta Retail on television and radio in 2004.