The majesty of Robbie Williams is something which has permeated the entire world, from his early boyband days as part of Take That through to his explosive, longstanding solo career.
In honour of the showman’s success, cinema distribution agency Omniverse Vision will deliver the penultimate concert of his ‘Take the Crown Stadium Tour‘ to 45 territories, allowing fans to experience Estonia’s Tallinn Song Festival Grounds on the big screen.
In partnership with Omniverse Vision, Radio Airtime Media have been enlisted to plan and manage a radio advertising campaign for the North West, promoting this exclusive theatrical release across the regional stations Key 103 and Radio Aire. The radio activity launches on the 13th August, running for the week leading into the cinema broadcast on the 20th August.
The 30-second spot introduces Robbie as ‘one of the biggest selling music artists in the world’, continuing to provide details of the cinematic event and backed by the track ‘Reverse’ taken from his latest album. A sense of grandeur is created through statements such as ‘sold 1.6 million tickets’ and ‘the one…the only…Mr Robbie Williams’, reinforced by The Sun’s review of a “Two Hour, Rip-roaring, High Octane show“. The advert encourages listeners to watch his performance ‘LIVE on Tuesday the 20th August in your local cinema’, subsequently directing them to the Robbie Williams website.
The 70,000-capacity venue will be transmitted live to 27 regions on the 20th August, followed by screenings in 18 further locations, achieving total coverage across five continents and reaching as far as China, New Zealand and Argentina. Closer to home, cinemas throughout the UK will be participating in the broadcast, with Radio Airtime Media working to generate hype in the northern part of the country through two chief regional stations. Greater Manchester’s Key 103 receives a weekly audience of over 400,000 listeners, while Leeds-based Radio Aire will gain coverage across a further 650,000, allowing Omniverse Vision to effectively refine their marketing towards the North West.