St. Gallen Academy relies on cinema advertising

CAMPAIGN From 15.10.2015, the Academy of St.Gallen's latest cinema spot will be running in the Cinedome Abtwil and on well-known social media platforms. Advertising in the style of a movie trailer for a movie that doesn't actually exist.To reach new students in higher vocational education, the produced Academy St. Gallen together with the film production company Manoaz a cinema spot. Designed as an international film project, it was shot with 16 actors at 17 locations in St.Gallen and in faraway Singapore.Surprise with educationThe aim was to develop a spot that could compete with movie trailers in terms of quality and content on the cinema screen and, above all, to surprise. "With our new spot, we don't want to be immediately recognizable as a regional cinema spot, but above all we want to show in our approach that we can amaze our customers at any time. At the same time, we want to convey that training is immensely important today and even vital for survival in an increasingly globalized job market," says Thierry Kurtzemann, head of school at the St.Gallen Academy.The movie trailerThe result is a three-minute film clip that gives an overview of a feature film that viewers can watch in the theater. In the case of the St.Gallen Academy, however, there is no film, only the aforementioned trailer. The spot achieves the right effect through the numerous filming locations and the collaboration with actors from the Theater St.Gallen.

The cinema spot will be shown from October 15 to December 30, 2015 in the Cinedome Abtwil and on the YouTube channel of the Academy St.Gallen.