Cinemapper VIRGIN Trains Cinemapper Background Having a very specific site footprint of railway stations Digital Cinema Media DCM created a new bespoke Audience Guaranteed Package AGP to enable Virgin Trains to get as close as possible to its target audience along its own footprint of rail ID: 439046
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Slide1
Virgin trains
Cinemapper
VIRGIN Trains
Cinemapper
Background
Having a very specific site footprint of railway stations, Digital Cinema Media (DCM) created a new bespoke Audience Guaranteed Package (AGP) to enable Virgin Trains to get as close as possible to its target audience along its own footprint of railway stations.
Idea
Using Cinemapper, DCM’s proximity planning tool, DCM tracked all Virgin train stations that were within a 20 minute drive time of a DCM cinema. 42 out of 43 Virgin train stations were covered – a 98% reach, with the whole campaign reaching a total of 1.7m DCM admissions. Providing flexibility in this way allowed Virgin Trains to target a relevant audience locally, yet on a national scale. Slide2
Virgin trains
Cinemapper
Cinema site matches: mapped
Virgin Train stations within 20 minute drive time of a cinema – Total DCM
Source:CineMapper. Distance used: 20 minute drive time from a DCM cinema. Postcode list supplied. Accurate as at 14/08/14. Data subject to change.
Slide3
Virgin trains
Cinemapper
VIRGIN Trains summary
Cinemapper
1.7m
DCM average weekly admissions
42
Virgin train stations covered by DCM cinemas
133 DCM cinemas required for booking
20
mins
Drive time
(distance mapped)