The fourth part of the successful blockbuster is also totally in with young women. Paterson-Entertainment built a bridge between fashion shopping at NEW YORKER and the cinema experience.
The young Katniss Everdeen, heroine of the Panem trilogy, is a role model for many young women. And leading actress Jennifer Lawrence is hardly any less of a trend and style icon for them. This is precisely the target group that tries on their outfits in the trendy NEW YORKER fashion chain that has outlets throughout Switzerland. At the request of Impuls
Pictures, Paterson-Entertainment brought together the fashion and film worlds, thus picking up the target group precisely where they like to spend their leisure time.
The POS promotion in the 30 NEW YORKER stores was built around a film ticket competition that was publicized with posters and postcards in-store as well as radio ads.