NEW YORK, Aug. 3, 2004 (PRIMEZONE) -- Screenvision, the world leader in cinema advertising and a joint venture of Thomson (NYSE:TMS) (Euronext: 18453) and ITV plc (FTSE: ITV), announced today that they have teamed with the Clarins Fragrance Group to introduce Touch of Pink and Style in Play, the newest women and men's fragrances from Lacoste. This marks Clarins Fragrance Group's break into cinema advertising as part of their fragrance campaigns.
The Lacoste campaign will be featured in 262 theatres in 27 states. Each theater will correspond with a local retailer that will carry the new fragrances. In addition to the on-screen 30-second spots, two million scent-strip handouts will be distributed in the lobbies prior to the film feature. The campaign will run from August 6th through September 9th.
"We chose to use Screenvision because it has proven to be a very effective way to reach the elusive young male and female demographic," said Brad Horowitz, Senior Vice President of the Clarins Fragrance Group. "Screenvision's national reach in all the top DMAs and their expertise with in-lobby promotions makes them a valued partner that can help us get our brand in front of the right audiences."
Screenvision offers a powerful delivery vehicle to advertisers. A study by Lieberman Research shows that the recall rate of a cinema ad is six times greater than that of a TV ad. And the impact of the 40-foot, surround-sound screen on an attentive audience is unmatched when it comes to cutting through advertising clutter.
"Because of Screenvision's ability to reach 650 million moviegoers each year in the U.S., we offer advertisers the greatest reach of any cinema advertising company in the industry," said Matthew Kearney, CEO of Screenvision. "Additionally, our ability to reach their specific target demographic of young and affluent moviegoers makes us a perfect fit for the Lacoste brand."
The Lacoste fragrance 30-second cinema advertising spot will feature two back-to-back 15-second spots. One spot introduces Touch of Pink, the new women's fragrance from Lacoste - a fresh, modern, feminine scent inspired by the magnetism of vitality.
The other 15-second spot introduces the men's fragrance Lacoste Style in Play, which targets active, competitive men, ages 18-24, whose style, composure and athletic presence defines the energy and self-confidence of Lacoste. The fragrance was made exclusively for Lacoste by perfumer Annick Menardo of Firmenich.
About Screenvision (www.Screenvision.com)
Screenvision provides cinema-marketing solutions to its advertising clients through on-screen sight, sound and motion (Cinema Spots), still image advertising (Cinema Slides) and in-theatre promotional opportunities (Cinema Extensions). Nationally, Screenvision is the largest cinema network, exclusively providing Cinema Spots to advertisers on more than half of the nation's available movie screens. On the regional level, the company's Screenvision Direct business unit offers Cinema Slide and promotional opportunities to small and mid-sized businesses in local markets around the country. In addition to its US-based operations, Screenvision has an extensive pan-European presence.
Screenvision is a joint venture between ITV plc (LSE:ITV), the UK's leading free to air commercial television broadcaster with divisions operating television and cinema advertising sales and one of Europe's largest commercial television production businesses as well as a major distribution business exploiting an extensive film and program library; and Thomson (NYSE:TMS) (Euronext: 18453), the world leader in integrated solutions (technologies, equipment and services) for the entertainment and media industries.
About Clarins Fragrance Group
The Clarins Fragrance Group, located in New York City, is a leading U.S. manufacturer of designer fragrances such as Azzaro and Thierry Mugler. The Clarins Fragrance Group markets and distributes fragrances for Lacoste, Giorgio Beverly Hills, Hugo Boss and Jean Patou.