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Lionsgate signals the return of the Expendables with a turbo-charged campaign on premium Outdoor space nationwide. The campaign promotes the movie’s opening at UK cinemas from 16 August and was planned by MEC with Outdoor booked through Kinetic. The creative is by Tea Creative.
In an Outdoor campaign spanning some of the most sought-after locations in the UK, the Expendables 2 creative will run across JCDecaux’s Platinum Portfolio of premium sites nationwide from 6th August.
These will include: The M5 Tower, Tottenham Court Road, The Lucozade Landmark, The Old Street Roundabout, the Birmingham Arch and The Glasgow Arch. Posters will also run across large-format Première locations nationwide and on the Underground and on buses nationwide.
Lucy Croxford, Communications Director, MEC said, “Expendables 2 is a huge release for Lionsgate, and as such we needed to replicate this stature with our Outdoor. We wanted the biggest and best premium roadside locations on which to showcase our unbelievable cast of action heroes.”
Elliot Devine, Account Manager Kinetic said, “The media strategy was to deploy the most impactful premium locations nationally, creating anticipation, building awareness and driving box-office sales for one of Lionsgates major film releases of 2012. Outdoor formats were chosen for their ability to provide standout and impact, truly engaging audiences on the move and considering entertainment choices.”
Spencer Berwin, Managing Director – Sales at JCDecaux said, “When it comes to big, block-busting impact, there is no better medium than Outdoor for reaching mass audiences in cities nationwide. Outdoor delivers massive impact on a scale that is entirely fitting for Expendables 2, a film starring the world’s biggest action heroes.”
Expendables 2 will open in UK cinemas on 16 August with stars including: Sylvester Stallone, Jason Statham, Dolph Lundgren, Bruce Willis, Arnold Schwarzenegger and Jean-Claude Van Damme.

Published in Cities, about #Lionsgate, #Expendables, #MEC, #Kinetic, #Tea Creative