Brief

UCI, the country’s largest multiplex cinema operator, is running a TV ad campaign which claims to be the first TV ad for any cinema chain. The execution, devised by McCann-Erickson, focuses on the chain’s booking service. The commercial ends with the strapline: ‘One call books all.’ UCI marketing director Paul Biggins comments: ‘The campaign communicates the con-venience of booking through our national box office number, and helps to reinforce our belief that the only place to watch the best big screen entertainment is at UCI cinema.’ The campaign breaks at the end of this week in the Central region and will roll out nationally later in the year.

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