Publicis Blueprint won a pitch to launch a quality, editorially rich magazine that
embodies the brand personality, promotes discovery and rewards Vue's core audience of film
Publicis were tasked with delivering stand-out and drive-increased market share/revenues in this highly competitive marketplace.
Customer research identified the main audience to target the content accordingly.
This in-depth customer insight also helped formulate the personality and editorial
strategy for Vue magazine to ensure the tone is fresh, friendly & conversational
with wide appeal - all delivered by a dedicated, bespoke team, supported by an
array of expert contributors. Magazine content included a calendar of film releases in the coming month, in-depth reviews of forthcoming & current films, plus interviews on related topics with people who are perfectly placed to comment on films.
The magazine launched in March 2013 with a 200k print run. Available free in foyers, demand resulted in the circulation increasing 20% to 250k within a year. A CMA SnapShot Survey of 9,228 readers showed that 100% of readers said they had carried out an action as a result of reading Vue magazine, such as book tickets to see a film, gone online to find out more/watch a trailer, recommended a film & 95% rated the magazine as good. This customer response was almost double the average rate of response to most magazine surveys & demonstrates the positivity among readers.
The richness, depth and originality of content, coupled with wide availability, has
proven to deliver firmly on all the qualitative objectives set for the title which, in
turn, have had a significant positive impact on the quantitative objectives of driving
admissions and incremental revenues.