Sorry We Missed You
Regional audience development: strategy and delivery, North East England
“Jonny’s work supported the above-the-line marketing campaign around the film’s release and Sorry We Missed You opened strongly in the north, with Newcastle upon Tyne leading the film’s UK admissions figures.”
The project
The 2019 cinema release by Ken Loach was accompanied by regionally-focused and targeted impact campaigning by marketing professionals around the UK. Tull Stories was engaged as one of the regional Marketing Officers for the North East of England.
The solution
Jonny and colleagues developed a campaign to encourage people to watch the film, targeting zero-hours worker campaigning groups, and raising awareness of the issue portrayed in the film’s plot and the damage being done by the gig economy.
The campaign also sought to raise awareness in young people of the value of Trade Unionism. The North East team delivered a localised print campaign, targeted email campaign, preview events, introduced screenings and the recording of audience Vox Pops. We also ensured that commuting workers received information on the film, and mounted an eye-catching public projection campaign in Newcastle city centre.
The result
North East cinemas led the UK admission figures on Sorry We Missed You’s theatrical release.
Jonny worked on the UK cinema release of Ken Loach’s Sorry We Missed You as one of our Regional Marketing Officers for the north.
The role required creativity, experience, marketing skills and knowledge of the local area. The aim was to deliver a nuanced grassroots campaign to engage the local community directly and raise awareness of the film and the issues portrayed within it.
Creating a campaign that targeted commuting workers, city centre revellers, trade unions, political parties and activists, Jonny’s work supported the above the line marketing campaign around the film’s release and Sorry We Missed You opened strongly in the north, with Newcastle upon Tyne leading the film’s UK admissions figures.”
Ged Fitzsimmons
Impact Producer
Cosmic Cat
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