Letts Educational unveils first nationwide cinema advertising campaign in run-up to GCSE and AS examsLetts Educational, the UK's leading publisher of examination study and revision guides, is about to launch its first nationwide cinema advertising campaign for its range of GCSE and AS Study Guides.
Running from 26 March to 15 April, the Give Yourself the Edge campaign invites students to use Letts' established revision guides for exam success and to check their progress via Letts' revision website – www.lettsrevise.com. The campaign will feature on 800 cinema screens across the UK and will coincide with the school Easter holidays (3 – 18 April), when typically, students are preparing for their GCSE and AS / A2 exams.
Peter Stafford, marketing director of Letts Educational, said: “We decided to venture into cinema advertising due to the captive audience it offers. Our key market of 15 to 19 year-olds visits the cinema once or twice every month – a number that increases during school holidays. As sales of revision guides peak every April, we believe the campaign will have optimal appeal to students in this important period before their exams.”
The Give Yourself the Edge campaign will be supported by a postcard promotion in cinema foyers and in 1,000 secondary schools prior to the Easter holiday. This campaign follows a nationwide billboard and bus advertising campaign for Letts revision materials for Key Stage 1 - 3 National Tests, which runs from 15 – 28 March.
Both the Give Yourself the Edge and the National Test campaigns come as figures show that the school textbook market has grown significantly over recent years. Nielsen BookScan has revealed that this market has grown by almost a third over the last three years and is now worth over £4.7 million annually. Letts Educational owns nearly a third of this market*.
Both the Letts AS / A2 and GCSE Study Guides cover the range of subjects at each level, from core subjects such as English, Maths and Chemistry to subjects such as General Studies, Psychology and Sociology. Written by chief examiners, the books provide in-depth course coverage and include exam practice questions with model answers and examiner's comments.
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For screengrabs of the campaign or to view the advertisement itself, please contact Danielle Williams – danielle.williams@granadamedia.com.
*Source: Nielsen BookScan School Textbook Sales by Value through the GRM (4 weeks ending 27 May 03). Letts owns 32% of the marketshare; the second largest company owns 18%; third largest owns 8% and others account for 42% of the marketshare.
About Letts Educational Letts Educational is the UK's market leader in the provision of examination study and revision guides. Founded in 1979, the Letts range of books and electronic resources covers all ages from Pre-school to A Level. Letts is part of the Granada Learning Group. The Granada Learning Group provides outstanding resources, services and technologies to education, working in partnership with teachers in nurseries, schools, colleges, LEAs and regional consortia across the UK and in over 70 countries worldwide. URL: http://www.letts-education.co.uk
About the Granada Learning GroupThe Granada Learning Group is a leading provider of quality educational resources across all media. The Group's expertise in assessment, curriculum books and software, learning platforms, special educational needs and professional development combines to provide schools and pupils with affordable quality materials and innovative connected solutions.
URL: http://www.granada-learning.com
For further information, please contact: Danielle Williams PR Manager, Granada Learning danielle.williams@granadamedia.com Tel: 020 8996 3632
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