ATG&T

Theatregoers at a number of Ambassador Theatre Group (ATG) theatres in London and across the UK are to be treated to a 90-second advert for Gordon’s Gin, in the form of a ‘light show’ projected onto the curtain just as the lights go down before the start of performances. An alliance between ATG and cinema advertising specialists Pearl & Dean will enable drinks giant Diageo to promote its leading brand of gin, both through the projections at theatre performances and through more traditional cinema advertising at screenings of opera, ballet and theatre at Apollo, Empire, Showcase and Everyman cinemas. Linked to the initiative, for which Diageo is paying an undisclosed six-figure sum, will be Gordon’s promotions in the theatre foyers, special offers in the bars and specially designed advertising materials, approved by ATG, in its magazines and newsletters. Gordon’s drinkers who register on a new website related to the initiative will also be eligible for special ticket offers for ATG shows.

Screen advertising in cinemas and theatres is currently self-regulated by the industry, and in cinemas no alcohol advertising is permitted at any screening expected to attract an audience where more than 25% will be under 18 years old. ATG is adopting the same standards, and in the absence of an equivalent to the British Board of Film Classification for stage performances, has made a judgement as to which of its forthcoming shows are suitable for the promotion. Pantomimes and children’s shows will be excluded. Carat, the media agency responsible for brokering the deal, said: “The objective of this activity is for our audience to understand the benefits of starting the night with a Gordon’s and Tonic, and to introduce the ritual in an exciting and salient way. Identifying the right connection moment allows us to align the ‘Shall We G&T Started’ message with the experience of the first drink, and theatre was the perfect environment to achieve this.”