Radio ads highlight cinema chain's 'Vue More Tuesdays' offer

Tri-Direct has recently been working with specialist radio advertising agency Radio Works to develop regional radio ads for client Vue Cinemas.

"The challenge for us was to create a character who could communicate the 'Vue More Tuesday's' theme that we wanted to develop in order to communicate the Vue offer", said Paul Golliker, Radio Works' Head of Production. "We put a lot of effort into casting the voices; Mr Tuesday had to be a bit downbeat in comparison to the other days of the week, but capable of becoming more interesting as the psychiatrist and the fortune teller reveal how - using Vue's reduced ticket offer - Tuesday is set to become very exciting.

"We worked closely with Tri-Direct and the client to come up with an 'ear-catching' solution. We also had to do a bit of persuasion to extend the ad from a 30' ad to a 50' so we could get all the information across clearly and also develop the humorous theme."

Rosie Lacey Account Director at Tri-Direct said: "These days there is increasing competition for people's leisure time. The regional radio campaign was planned to be heard at drivetime - when people are planning or at least thinking about their evening ahead.

Radio complemented the regional press advertising and we believe that the culmination of the January activity will show an incremental footfall on a night when cinemas are traditionally quiet. Radio Works creative solution has the potential for the ongoing development the characters and their situation to help communicate Vue's special offer as the campaign evolves."