As part of a long-term agreement on ad servicing of the MediaSign publishing house, the Business League communications group has completed phase one of a joint project of market presentation and promotion of the new ID magazine Total Film. It organized a range of sweeping promo actions to make the magazine highly recognizable, to stimulate the interest of potential readers, and to initiate the primary sales of the publication.

The informative promo handouts, specially designed for the campaign, had the format of A4-sized full-color 16-page minimags. Their distribution embraced four channels with a reach to target audiences – specially designed info kiosks in the lobbies of the most highly visited movie houses, ticket offices in hand-picked movie houses, as well as the distribution of handouts at the entrances to movie houses and near subway stations.

At the outcome of the BTL campaign, the TotalFilm magazine became highly recognizable among the target audiences and gained high purchase rates on the market.